Customer expectations are rising and so are the demands placed on customer data platforms. As organisations move from static, campaign-based engagement to always-on experiences, the gap between collecting data and acting on it in real time has become impossible to ignore.

For Sky Italia, this shift meant rethinking how customer data is segmented, activated, and operationalised across the customer journey. Moving from static segmentation to real-time personalisation required more than new tool, it required a different way of designing, deploying, and evolving their customer data stack.

In this session, Sky Italia and Zeotap will break down how this transition played out in practice and what it takes to make real-time personalisation work at scale.

We’ll cover:

• Why static segmentation reaches its limits in customer-centric, high-scale environments

• How Sky Italia approached real-time segmentation and personalisation through the Copernico project

• What it takes — in terms of architecture, collaboration, and mindset — to activate first-party data across digital experiences and paid media