Name: Personalization at Sky | Syntasa Customer Story
Uploaded: 2018-04-26T18:41:00.000Z
Duration: 5 min 34 s
Description: Sky is accelerating its personalisation and analytics, combining Syntasa's AI Assisted data platform with the Adobe Experience Cloud. In this video, hear how Sky's Head of Data Analytics and Decisioning (Rob McLaughlin) and Analytics and Insight Manager (Nicholas Edwards), are unlocking the power of Sky's marketing cloud to deliver incredible cross-channel experiences.

Customer Success Management Training

Help Desk

Web and Video Conferencing

Customer Support

Augmented Reality Development

Development

Academic Advising

Education

Board Management

Business Intelligence (BI)

Collaboration

Contract Management

Corporate Social Responsibility (CSR)

Desktop Publishing

Enhanced 911 (E911)

Environmental Health and Safety (EHS)

Manufacturing Execution

Project Portfolio Management

Enterprise

Accounting

Investor Relations

Merger and Acquisition

Finance and Accounting

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Corporate Learning Management

HR Management

Payroll

Talent Intelligence

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Workforce Analytics

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Access Gateways

Build Automation

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Data Center Cooling

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Managed File Transfer (MFT)

Mobile Device Management (MDM)

Network Behavior Analysis

Network Performance Monitoring

Threat Intelligence

Value-Added Resellers (VARs)

Workload Automation

Information Technology

A/B Testing

Ad Serving & Retargeting

All-in-One Marketing

Audience Engagement

Audio Editing

Content Management

Email Marketing

Gamification

Local Marketing

Marketing Automation

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Product Information Management (PIM)

Screen and Video Capture

Search Engine Marketing (SEM)

Social Media Management

Survey & Forms Building

Web Analytics

Marketing

Project Management

Professional Services

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Proposal

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Cloud Infrastructure Entitlement Management

Security

Apparel

Chargeback Management

Dental

Financial Services CRM

ID Card

Internet of Medical Things

Nonprofit Fundraising

Oil and Gas

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<div>In a world where you either love or hate data, there are also more customer platforms than ever before promising to solve all your problems.</div><div><br>The reality is that they’re actually causing more problems by:</div><div>• Collecting more data and creating more silos</div><div>• Costing the earth to store all data in yet another cloud</div><div>• Creating a bigger divide between marketers, developers and data scientists</div><div>• Never quite delivering that bottom line benefit that the ‘Proof of Concept’ had promised</div><div><br><div>Syntasa is not another cloud platform promising to deliver every part of the customer experience. Syntasa’s solution will unlock your team’s data superpowers. By sitting natively in your own private cloud, Syntasa enables you to bring all of your marketing cloud data into your big data environment, consolidate that data, produce a uni ed identity graph, and apply AI models to transform it all into intelligent experiences.</div></div><div><br></div><div>Sitting natively in our customer own private cloud where this be GCP, AWS, Azure of their on-premise Hadoop, our three modules enable organisations to taking back control of their data unlocking it's true value securely and without limits. The marketing stack consists of an increasing number of competing tools, whether it’s digital analytics tracking, advertising, eCRM, next generation content management systems, DAM (Digital Asset Management), and so on.<br><br>Syntasa unburdens organisations of the shackles of these technologies and disparate teams operating independently.</div>

SYNTASA

Sky is accelerating its personalisation and analytics, combining Syntasa's AI Assisted data platform with the Adobe Experience Cloud. In this video, hear how Sky's Head of Data Analytics and Decisioning (Rob McLaughlin) and Analytics and Insight Manager (Nicholas Edwards), are unlocking the power of Sky's marketing cloud to deliver incredible cross-channel experiences.

Personalization at Sky | Syntasa Customer Story

Sky is accelerating its personalisation and analytics, combining Syntasa's Customer Intelligence Platform with the Adobe Experience Cloud. In this video, hear how Sky's Head of Data Analytics and Decisioning (Rob McLaughlin) and Analytics and Insight Manager (Nicholas Edwards), are unlocking the power of Sky's marketing cloud to deliver incredible cross-channel experiences.

For the full case study, visit: http://bit.ly/2IK3uDr

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TRANSCRIPT

Rob McLaughlin (Head of Digital Analytics & Decisioning, Sky):

I run the Digital Analytics and Decisioning team at Sky. We sit across the whole of the business. We're called a horizontal. We started life as a traditional web analytics team. We fundamentally realized, at an early stage, that digital analytics, on its own, is not representative of the customer. 

We looked to transform ourselves into an omni-channel analytics and decisioning team to deliver functions which are truly relevant to our business: Insight, intelligence, and decisions which can be used for our customers across all channels.

When we choose technology partners at Sky, we're looking either for the overwhelming leaders in their field (why we choose to work with Adobe and Google in various capacities)… We're also looking for small, fast-growing, nimble companies which can be sensitive to our needs, and where we're going as a business, and where we can co-create solutions together. 

Syntasa is actually a great example of that. Where we're building solutions together, where our requirements and aspirations as an organization can directly feed into Syntasa’s product roadmap. Syntasa has enabled us to bring together digital and offline data in our operational database, in Google Cloud Platform. That's something which we've never been able to do before, and we're moving straight forward into realizing benefits around acquisition, retention, service, upgrade, cross-grade. 

These are things which we've been able to do analysis on, and actually put into action within the first few months of implementation. 

The single best feature of Syntasa is the speed-to-market. The fact that we're able to install it within our existing infrastructure, and have it pull and push data, and process data, and actually impact our customer experience in close to real-time (in some cases in real-time), that's by far and away the reason why we chose to work with Syntasa. When looking at bringing Syntasa into your existing enterprise architecture, it's essential to realize that it in no way conflicts with existing functionality. It's adding incrementally within that space. It's not there to replace anything. It actually sits natively, within your existing infrastructure. Whether it be AWS, Cloudera, GCP, or your on-premise Hadoop, you're not having to make a choice to get rid of something and replace it with Syntasa. Syntasa sits natively within those platforms. 


Nicholas Edwards (Insight & Analytics Manager, Sky):

I'm an Insight and Analytics Manager at Sky and our team manages the whole personalization program across Sky's digital estates. So, that covers everything from Sky.com through to all the apps that we have, and increasingly, we're looking to move that on to the box as well. 

In the past, we've had issues where our clickstream data is in one cloud, and the analyst can't query against other data sets, because it's stored in another database. So the issue we had was that we were bringing that data in manually, loading it into a database, and then joining on that way. 

But now, using Syntasa, we can automate that process by moving that data across into Google Cloud, with other datasets, and then be able to query it that way. 

A key thing for us is sampling. Prior to Syntasa, we tend to sample our data because the sets were too large to use a warehouse extract. But by using Syntasa we're bringing that raw clickstream level data without any kind of filtering on top, which gives us the full breadth of the data we hold. So in order for us to actually use this data in an actionable way, we have to push the data out of the platform. And Syntasa enables us to connect on to custom attributes and various API end points. The fact that it sits within our cloud, and is not a separate application that we have to purchase on top. It's secure and it's not actually holding our data, which is important with GDPR coming in.

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