Case Study: Sky UK & Ireland unifies marketing data and media budget planning with Bright Analytics

Sky UK & Ireland unifies marketing data and £250m media planning with Bright Analytics

Sky UK & Ireland, a major provider of broadband, TV, mobile, and entertainment services, faced a challenge with its fragmented digital marketing data and a manual, Excel-based process for managing its substantial media budget. Bright Analytics was brought in to provide a unified marketing analytics and media planning solution to connect dozens of data feeds and replace these inefficient processes.

Bright Analytics delivered a custom data model that automated over 30 inbound marketing data feeds, creating a single source of truth for performance measurement. The vendor also implemented its Taxonomy Manager and Budget Manager modules, which provided real-time visibility, a full audit trail, and governance for Sky's media planning and budget. This solution reduced non-compliant advertising placements to nearly zero and gave over 120 monthly users on-demand access to trusted data, significantly advancing the company's agility with marketing data.

Sky UK & Ireland