Sky IQ, the customer intelligence arm of BSkyB, has unveiled a suite of Insight Marketing services created to help advertisers better understand how to manipulate consumer data.
The move will see Sky IQ clients share data they hold on their customer base in return for in-depth insight into how to harness it for multi-channel campaigns. The suite includes three new core services – Identity IQ, Marketing IQ and Insight IQ. Each of these centre on manipulating customer data. The Identity service is designed to aggregate data to help provide the advertiser with data on an individual customer’s engagement and behaviour in real-time.
Sky IQ has also partnered with email marketing firm ExactTarget to boost its digital proposition Digital IQ. The tie-up will let Sky IQ run email, mobile, social media and web campaigns from a single source.
Sky IQ began as a joint venture with data services firm Experian. Sky took full ownership of it earlier this year.