“A game-changer for Sky UK & Ireland. A true extension of our digital data team - transforming fragmented datasets into a clear, unified source of truth for performance measurement.”
The brief
Sky's marketing operates across an unusually broad product set — broadband, TV, mobile, cinema, sports — each generating its own media activity, its own data feeds, and its own reporting needs. Digital marketing performance data was fragmented across dozens of inbound feeds, agency partners, and internal teams, with no single structure tying it together.
Separately, and outside the digital analytics remit entirely, Sky's media team was planning and managing a marketing budget of over £250m annually using Excel — a process that made changes slow to implement and even slower to see reflected in reporting.
What we delivered
Cross-channel digital marketing analytics
Automated multi-channel marketing analytics, custom data model, powering agency reporting and reporting across internal teams & business units
- Full automation of inbound data feeds, removing manual collation across 30+ feeds and 100+ advertising accounts
- Custom data model layer calculating full media costs and full conversion sets across Sky's ad server
- Data export into Google Cloud Platform, giving Sky's internal analytics team and consultants a route to build their own analysis on the same trusted data
- Adobe Analytics integration for web analytics
- 300+ KPIs and component metrics, processed across billions of rows
- Trusted reporting source feeding Sky's econometrics studies, including custom "multiplier" metrics that closed the loop between long-term modelling and day-to-day reporting
Taxonomy governance process reduced non-compliant placements to effectively zero within approximately six weeks of rollout, across 100+ advertising accounts and 30+ automated data feeds.
Taxonomy design, implementation and monitoring
Deployed the Taxonomy Manager module to replace Excel-based planning for Sky's media team, with real-time visibility and a full audit trail across their subtantial annual media budget.
- First-ever Sky taxonomy, workshopped directly with stakeholders across the business
- Custom naming templates and "recipes" for digital activity, tagging every new campaign or placement consistently from day one
- Formal approval process and validation for new taxonomy entries
- Automated non-compliance monitoring, alerts, and QA dashboards showing % of non-compliant placements by team
Taxonomy governance process reduced non-compliant placements to effectively zero within approximately six weeks of rollout, across 100+ advertising accounts and 30+ automated data feeds.
Media budget & planning
Deployed the Budget Manager module to replace Excel-based planning for Sky's media team, with real-time visibility and a full audit trail for their entire media budget for marketing.
- Budget Manager module replacing Excel-based planning entirely
- Single central repository for media planning data across all products and channels
- Real-time reporting — once a plan is updated and published, changes are instantly visible across every team's reports
- Full audit trail and change history
- Multi-year bespoke customisation and ongoing support through calendar changes, product changes, and organisational restructures
Migrated away from Excel-based planning processes, creating an auditable, centralised data source for all media budgets, reducing time to impkement budget changes, time to report. Full change history and version control..
More from the team
“A trusted partner with strong technical expertise and a collaborative approach - enabling efficient access to reporting with consolidated views of performance from our many ad platforms.”
“Bright Analytics have been instrumental in advancing Sky's agility with marketing data, giving our teams on-demand access to multi-channel investment data across all of Sky's business units.”
The numbers
Your marketing analytics framework.
Every team working from the same data, your analysts in control, backed by a trusted partner.