Sky provides television, broadband internet services and fixed line telephone services to consumers and businesses in the United Kingdom. It is the UK’s largest pay-TV broadcaster with 22 million customers.
In 2013 Sky gave DBi a clear challenge:
To enable SKY to have a more relevant conversation with their prospects and customers across multiple digital touchpoints.
The goal was to drive increased incremental conversion rate and therefore orders and upgrades across the Shop on all devices.
Using data to deliver relevant content and messaging to users engaging with the Sky Shop in order to drive incremental sales and upgrades on desktop and mobile.
As one of the leading Adobe Target Premium partners in EMEA, our team of experts, delivered a bespoke implementation to allow much more comprehensive content personalisation across Sky Shop properties.
1) Custom data collection, targeting specific customer segments across the Sky customer base and prospects.
2) Redirecting all customers to a dedicated ‘customer’ page without the need to sign in.
3) Personalising the conversation by using customer product holding to tailor the experience.
Working closely with the Sky team we used quant and qual analysis to identify key customer segments for personalised content based on the data collected through the Adobe Marketing Cloud.
DBi helped Sky drive 2.7m personalised experiences working with a bespoke implementation of Adobe Target Premium.
Audience discovery allowed DBi to identify significant opportunities for conversion rate improvement.
Analysis by the DBi team meant automated personalisation campaigns were exposing relevant content to existing customers.