Consumer intelligence specialists enter into strategic partnership with ExactTarget to strengthen digital campaign implementation.

Consumer insight experts Sky IQ today unveiled an innovative portfolio of products and services aimed at helping brands better understand and market to potential customers. The services are designed to deliver Sky IQ clients data-led and actionable insights to help effectively tackle consumer engagement challenges and optimise marketing spend.
Sky IQ is a wholly-owned subsidiary of Sky, having originally launched as a joint venture between Sky and the data services company Experian. The joint venture itself was spun out from a dedicated capability within Experian, which had previously served Sky as a client. Sky took full ownership of Sky IQ earlier this year. It continues to count Sky’s own Customer Group as one of its biggest clients, and other clients include Molson Coors and Zurich Financial Services.

The newly developed suite of services available to Sky IQ clients includes:
• Identity IQ – Sophisticated and novel method of aggregating data provided by clients to provide a real-time single customer view
• Marketing IQ – Management of client’s consumer data to maximise the effectiveness of multi-channel marketing campaigns
• Insight IQ – Innovative profiling and modelling information to help organisations understand and engage more effectively with their customers

Sky IQ has also entered into strategic partnership with leading email marketing company ExactTarget to strengthen its digital proposition, Digital IQ.

The exciting partnership will see Sky IQ’s customer marketing solutions integrate with ExactTarget’s Interactive Marketing Hub. The partnership with ExactTarget allows Sky IQ clients the opportunity to deliver communications across multiple digital channels powered by insight provided by Sky IQ. Offering the capability to run email, mobile, social media and web campaigns from one source will mean Sky IQ clients can plan, execute and measure all marketing activity in one place.

William Mellis, the recently appointed Managing Director of Sky IQ, comments:
‘The fact that Sky now wholly owns Sky IQ illustrates the importance that Sky attaches to really understanding consumers and their interests and demands. At Sky IQ, we are focused on turning data into actionable insight, so that brands can invest in more effective and more efficient marketing. Digital in particular is a key area of development for us. Since we support some of the UK’s most sophisticated marketing programmes, the digital platform we chose had to be innovative and scalable. The partnership with ExactTarget will provide Sky IQ clients with the opportunity to better plan, execute and measure digital marketing campaigns from one place.’


About Sky IQ
Sky IQ delivers customer intelligence and innovative data services to optimise spend across advertising and marketing. Our capabilities span the entire media mix, bringing insight to above and below the line activities. By combining the best business and marketing minds of today with powerful, pioneering data management solutions, we take pride in helping organisations drive growth with better insight, decisions and actions. For further information, visit

About ExactTarget
ExactTarget is a leading global provider of on-demand email marketing and interactive marketing solutions. The company’s Interactive Marketing Hub technology provides organizations a single solution to connect with customers via email, integrated text messaging, landing pages and social media. Supported by collaborative global services teams, ExactTarget’s technology integrates with more sales and marketing information systems than any other in the industry, including, Microsoft Dynamics CRM, Omniture and Webtrends among many others. ExactTarget powers permission-based multichannel communications for thousands of organizations around the world including, Best Buy, Papa John’s,, Gannett Co., Inc., The Leukemia & Lymphoma Society, The Home Depot and Wellpoint, Inc. For more information, visit

Published on: 5:16PM on 20th September 2011