Nick’s Story: Life in Digital Decisioning
‘Digital Decisioning is a growing team. Over the past year we’ve doubled in size.’
How can we make sure that Sky’s customers have the best and most relevant digital experiences? That’s the challenge we try to solve in Digital Decisioning. We help teams around the business use the power of data to make customer experiences better and more personal.
Our work falls into three broad areas:
When someone visits a Sky website or app they are usually there with a goal. Our job is to help them meet that goal as easily as possible. It could be upgrading their Sky package, subscribing to a Sky Box Office event, finding help or changing the date of an engineer visit.
Based on what we know about our customers, we are able change the content they see on Sky.com and the MySky App. We do this in close partnership with Sky’s data scientists. They build complex models that predict customer needs and interests. We take the output of these models and apply them in the real world.
We prioritise the most appropriate journeys and get our customers quickly to what they want to do. We also make sure that the upgrade offers and promotions customers see are tailored to their interests.
We develop and manage the capability to analyse and understand how people use Sky’s websites, apps and set top boxes. This lets the teams that build them know where to make improvements that help our customers. The same data can also be used to optimise marketing spend by tracking how campaigns perform.
We also make this data available to data scientists. It enriches the models they build and provides an even great insight into how we can help customers get the best experience.
Sky is one of the UK’s largest advertisers. We can use data to make our online advertising more targeted and improve the return on our investment. We send anonymised audiences to the platforms on which we advertise so that they show the most relevant advertising. We can also make sure that ads aren’t shown to customers who already have a particular Sky product, or who have opted-out of targeted advertising.
Sky also sells advertising. We provide tailored audiences that help our advertisers reach the people most likely to be interested in their products and services.
Digital Decisioning is a growing team. Over the past year we’ve doubled in size and have gone from delivering 80 personalisation campaigns to almost 200. We’re expanding the reach of personalisation, with plans to build capability on more websites and apps in 2022. We’ll also be adding to our set of tools to future-proof Sky against changes in how the main web browsers work.
Working with Digital Decisioning gives new recruits a great introduction to Sky. We work with some many areas of the business, so you’ll get the chance to quickly build contacts throughout Sky, including data scientists, marketing teams, websites and app developers, customer service and data architects. It also offers you the opportunity to make a real difference to customer experience and help our customers find more of what they love.