Drive for for Sky Shop a double-digit conversion increases using Adobe Target

keywords: media & telecommunication – personalization – conversion rate optimization - adobe marketing cloud

Industry Challenge

Sky is the UK’s largest pay-TV broadcaster with 22 million customers. It provides television, broadband internet services and fixed line telephone services to consumers and businesses in the United Kingdom. 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.

“DBi Data Business Intelligence have been fundamental in helping us use data to personalise customer experience and have more relevant conversations with our prospects and customers.”

Head of E-Commerce, Sky

The Approach

The approach using data was to deliver a relevant content and messaging to users engaging with the Sky Shop in order to drive incremental sales and upgrades on desktop and mobile, using Adobe Target Premium. The milestones were to: 1.Collect custom data to be in the capacity to target specific customer segments across the Sky customer base and prospects, 2.Redirect all customers to a dedicated ‘customer’ page without the need to sign in 3.Personalize the conversation by using customer product holding to tailor the experience. Working closely with the Sky team, we used quantitative and qualitative analysis to identify key customer segments for personalized content based on the data collected through the Adobe Marketing Cloud.

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 personalization across Sky Shop properties.

Identify rooms for improvement

Analytics allowed to identify relevant spaces to push a conversation with the customers. Audience discovery allowed DBi Data Business Intelligence to identify significant opportunities for conversion rate improvement.

Create personalized experiences

DBi Data Business Intelligence helped Sky drive 2.7m personalized experiences working with a bespoke implementation of Adobe Target Premium.


Assess the relevant content for customers


Analysis by the DBi Data Business Intelligence team meant automated personalization campaigns were exposing relevant content to existing customers.