Case Study: Sky Italia achieves lower CPA and higher sales volume with Visual IQ

Sky Italia Optimizes Cross Channel Marketing Performance With Advanced Data-Driven Insights

Sky Italia, a leading pay TV provider in Italy, needed a better way to meet ambitious online sales targets across multiple marketing channels. Its teams were relying on siloed, last-click metrics across display, search, social, email, video, and mobile, which made it difficult to understand each channel’s true impact on conversions or predict the effect of future spending. Sky turned to Visual IQ and its IQ Intelligence Suite for advanced measurement and attribution.

Visual IQ implemented cross-channel attribution to consolidate data, assign fractional conversion credit, and forecast the best mix of tactics for future campaigns. With Visual IQ, Sky Italia improved budget allocation, aligned teams around a single view of performance, and discovered that some channels were contributing less than expected, allowing funds to shift to higher-performing media. Within six months, Sky Italia met its conversion and sales goals, cut overall CPA by 15%, and freed up 20% of its budget for testing new channels and tactics.

Sky

Aldo Agostinelli

Digital Marketing Sales Director