Sky: Understanding the drivers of customer growth

This article describes how Sky, the UK television network, used research to understand the motivations of people who purchased its products, and how they differed from those who did not.

Sky: Understanding the drivers of customer growth

Harry MirpuriSky

Summary

This study involved understanding the drivers of prospect sales: what sets apart people who purchased from Sky – and how can we influence those who did not?

We identified the insight, created an engagement strategy and drove it through the business into our marketing strategy. One of the largest marketing budgets in the UK is now being shaped by this insight including a new brand strategy to appeal to prospects on an emotional level.

5 reasons to believe in this brilliant example of Insight Management:

  1. Simplicity of technique: It...

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