In order to better understand its customers, Argos needed to leverage the rich data set it had already built. Sky, with a viewing panel of over 500,000 customers and its ability to securely match customer data sets, was quickly identified as the perfect partner to team up with.
Sky’s viewing panel is the largest of its kind, and can be drawn on for insight including, customers’ favourite programmes and when customers watch TV. Most importantly, when Sky’s viewing data is matched with customer sales data, it’s possible to unlock and measure customers’ response to an ad campaign.
In order to tap into the true potential of the shared data sets, Sky Media proposed the following approach:
- Match Argos customers with the Sky’s Viewing Panel
- Strategic TV performance analytics
- Target audience segmentations
- Optimise TV campaign planning
- In-flight adjustments to the plan
- Post-campaign analysis using sales data
To start, Sky Media brought together Argos’ sales data with its own customer-viewing data to create a single source viewing panel. Using Sky’s data-matching technology, out of the 500,000 households on the Sky panel, 280,000 were successfully matched with Argos.
From this combined data, the next step was to analyse previous campaigns to gauge what genres and programmes resonated with customers and how different customer segments behave. The aim was to understand and define the relationship between Argos’ TV advertising viewing and sales, and in turn, give recommendations to optimise their TV investment in the future.
As part of this process the partnership measured the effect on sales of different spot lengths, frequency of ads and weightings for different product categories, so that each campaign element could make the greatest impact on audiences.
The real breakthrough came from the data analysis phase where Sky Media unveiled new target audiences based on more than 100 audience segmentations from audience demographics, through to programme preferences. This allowed Argos to tailor campaigns based on the propensity of the customer to shop after seeing a TV and ensure that the target audience was exposed to a relevant message in order to drive campaign effectiveness.