Sky Italia Customizing Must-see TV With data

Satellite TV provider Sky Italia used to rely on data from cable boxes to understand what their customers were watching. Using IBM Big Data & Analytics along with switching to digital platforms, they were able to find new insights into viewing behaviours with. In a collaboration with IBM, they created program schedules and on-demand content based on social media data that revealed which shows their customers were talking about. The same data also allowed them to run targeted marketing campaigns, delivering more effective messaging to precise customer segments.