Trust science not fiction

Experian’s integrated marketing experts have pioneered a powerfully scientific way to operate marketing for bankable results, putting powerful and intuitive information at the fingertips of the people who actually make contact with consumers. These ground-breaking techniques lie at the heart of a business process transformation that has taken place in British Sky Broadcasting over the last three years – known as the Olive project.

In 2005, under the leadership of James Murdoch, Sky set an ambitious target of having their digital pay TV service in 40 per cent of UK homes. In the two years leading up to this announcement, coverage had remained relatively static at around 28 per cent This aggressive target was a critical strategic objective, mobilising the entire workforce towards this was the next step.

This was taking place against the backdrop of unparalleled convergence of home entertainment through broadband, digital TV services and telephony. It was very clear that aiming for 40 per cent was a bold and hugely insightful move for the newly appoint CEO of Sky to take.

In early 2006, Sky put in place a significant strategic partnership with Experian Integrated Marketing to assist them in implementing the step change their business needed. They launched a business change programme called ‘Growth through differentiation’. Since then, the powerful partnership between the two companies has led to the development of ground-breaking, scientific, revenue-driving techniques and transformed the entire direct marketing operation.

After a rapid start establishing a state-of-the-art customer acquisition capability within 12 weeks, Sky has continued the journey with Experian to extend their capabilities to address the whole marketing lifecycle, from effective acquisition to driving customer retention and cross-sell of the rapidly expanding product range.

To find out more about Experian’s work with Sky and the technology, data and expertise that has transformed the company’s processes , visit www.experianim.com/trustscience.

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