From messaging friends on their mobiles to watching their favorite television dramas, millions of customers across the United Kingdom, Austria, and Italy turn to Sky UK for entertainment and telecommunications. In a competitive market, the company aims to increase market share by providing the best content, messaging, and experiences possible to both existing and prospective customers.
For Sky UK, this meant gaining a greater understanding of customers and using that knowledge to deliver more attractive, personal messaging. The company turned to the integrated analytics and marketing solutions in Adobe Experience Cloud for actionable customer data.
The Adobe Audience Manager and Adobe Analytics solutions within Adobe Analytics Cloud provide Sky UK with a solid base for its digital marketing initiatives with insightful customer data. Using Analytics Workspace, thousands of users across Sky UK can easily create their own queries and expand their understanding of customers.
Audience data is then pushed into the Adobe Campaign and Adobe Target solutions in Adobe Marketing Cloud to optimize and personalize content, campaigns, and other customer interactions.
Before Adobe Experience Cloud, Sky UK was limited to analyzing customers at a household level. Now Sky UK gains actionable information on an individual level and can target advertising and email messages to individual household members based on their interests.
“We believe that relevant experiences delivered through the right channel are essential to building customer loyalty,” says Robert McLaughlin, Head of Digital Analytics at Sky UK. “Adobe Experience Cloud enables us to offer individuals personalized interactions that increase our reach and returns.”