Building an Insights function – experiences from Sky Ireland The Lion King March 2020 John Le Carre

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• Using HBR - Building an Insights Engine and Kantar Vermeer study as a framework

• ‘Insights Engine’ describe the team who turn data into insights and insights into action

• They list 10 characteristics of a successful consumer and market insights team

• Will review how our journey has been against this framework • Joined Sky in early 2016

• Part of a Sky wide ‘Insight and Decision Science’ organisation

• Challenge to understand what we could adopt from UK but also where we needed to localise

• Given opportunity to prove the value of having local team in Dublin • Connect the dots

• One version of the truth

• Interesting versus actionable • Input at a senior level

• Ability to influence direction

• Maintain independence • Part of Business planning cycle

• Interactions at the start

• Continuous communication • Working closely with others

• Customer led approach

• Sitting within the teams • Culture of experimentation

• Accept failure part of the journey

• Pave the way for bigger things • Predictive analytics

• Experiment with research

• Forward looking and restless • Focusing on the ‘so what’

• Collaborative approach is key

• How this impacts recruiting • Creative alongside logical

• Research alongside Analytics

• Ability to influence • Actionable Insight

• Incorporated into Mission

• Retrospective view • Pictures and iconography

• Make the complicated simple

• Customer prospective • Many decisions are reversible

• The need to prioritise

• Understanding your audience

• Don’t let perfection be the enemy of the (really) good

• Storytelling – keep it simple Thank you The Lion King