The Industry Zeotap is empowering leading companies like Sky Italia to transform customer personalization in the media and telecommunications industry. By leveraging Zeotap’s Customer Data Platform, Sky has launched a strategic initiative to deliver one-to-one personalization at scale, enhancing customer experience, loyalty, and business outcomes through real-time, data-driven innovation.
This strategic program at Sky Italia is driven on the IT side by Silvia Gabrielli, Chief Information Officer, and Gabriele Aschi, Head of MarTech.
To support their vision, Sky Italia chose Zeotap’s Real-Time capabilities and robust data infrastructure as the foundation to bring large-scale personalization to life.
The Challenge With millions of customers across various services, Sky Italia needed a solution that could handle the complex data requirements of a modern media brand while enabling true personalization at scale and with an omnichannel approach. The challenge was clear: how to leverage vast customer data to drive personalized experiences without compromising on performance.
The Solution Sky Italia turned to Zeotap CDP as a core driver of the initiative. Zeotap’s CDP stood out because of its flexibility and ability to be tailored and adapted to Sky’s unique needs. Zeotap enabled Sky to:
- Deliver Real-Time Personalization: with Zeotap’s CDP, Sky was able to tailor content, offers, and services based on real-time customer behavior. Zeotap solution provided unmatched flexibility in how customer data could be processed and updated.
- Optimize Customer Interactions: with the ability to process and update customer segments in real-time, Zeotap’s solution ensured that Sky could meet evolving customer needs at scale.
- Create a Seamless Customer Experience: the integration of Sky’s existing data ecosystem with Zeotap’s CDP allowed for maximum customization, ensuring that every touchpoint across Sky’s services was enhanced for the highest-quality personalization possible.
- Agility and customer focus: Zeotap’s flexibility and innovative approach enabled rapid adaptation and scaling, providing tailored solutions that meet the unique needs of large corporations like Sky Italia. Zeotap was able to quickly respond to changing requirements, ensuring that Sky’s evolving needs are addressed with speed and precision.
“For Sky, it was essential to ensure true real-time personalization without compromising on performance and quality. The integration with Zeotap allowed us to bring this vision to life quickly, enhancing our ability to innovate and adapt to customer needs.”
Silvia Gabrielli, CIO
The results The implementation of Zeotap’s CDP was overall a success, yielding strong initial outcomes for Sky:
- Speed and Efficiency: the CDP was implemented in just four months, a clear demonstration of how Zeotap’s flexibility and rapid deployment capabilities helped Sky meet tight timelines
. - Enhanced Personalization: Sky now offers personalized experiences at scale, serving millions of customers with tailored content, product recommendations, and services.
- Dynamic Collaboration: the seamless collaboration between Sky Italia and Zeotap proved that co-designing solutions and working together as true partners is a game changer. This partnership was built on mutual trust, innovation, and a shared vision for success.
“The challenge was to transform Sky’s vast data assets into truly personalized and scalable experiences. By integrating Zeotap, we built a platform that fully reflects our vision of marketing that is closer, more relevant, and more dynamic for our customers.”
Gabriele Aschi, Head of MarTech
Key Takeaways from the Journey - Agile Collaboration: Zeotap’s ability to quickly adjust during the implementation phase ensured that Sky’s evolving needs were met.
- Transparency and Communication: According to Silvia Gabrielli, CIO, Sky appreciated the open communication and transparent relationship with Zeotap, which proved crucial to the project’s success.
- Commitment to Innovation: Sky recognized the commitment from Zeotap to evolve its product continuously to meet their needs, especially given the scale and complexity of the project.
Looking Ahead: The Future of Personalization at Sky Sky’s journey with the CDP is just the beginning. The company is already planning to expand its use of the platform, leveraging AI and machine learning to push the boundaries of personalized experiences even further.
- AI and Conversational Agents: the use of AI-powered conversational agents will further enhance Sky’s ability to provide personalized support, improving customer experience across digital channels.
“We are already looking to the future of personalization, with the integration of new technologies such as AI and machine learning. These tools will further strengthen our ability to anticipate and meet customer needs.”
Gabriele Aschi, Head of MarTech.
Conclusion Sky Italia’s implementation of Zeotap’s CDP is today a flagship implementation for real-time personalization in the media and telco industry. The ability to rapidly adapt and scale personalization efforts, while keeping the customer experience at the forefront, is what truly sets Zeotap apart. This ongoing partnership positions Sky to stay ahead in an increasingly competitive landscape, where quick, customized, and data-driven innovation is key.
"This project has shown how Sky is able to lead complex innovation processes, leveraging technology partners like Zeotap to accelerate execution. Our priority remains to continue developing increasingly personalized and valuable experiences for our customers".
