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Experian had four primary objectives:

1) to ensure Sky had state-of-the-art, world class capabilities in their end to end marketing systems and processes,

2) the UK's most advanced data environment enabling them to integrate data from over 200 separate systems and data supplies,

3) implement industry leading direct marketing processes and ensure that the people in direct contact with customers have this information at their finger tips,

4) and, perhaps the most important element, to provide the UK's most experienced experts to advise how to utilise this capability to efficiently drive acquisition targets, ensure a low churn rate of profitable customers, and set industry standards for cross selling more products to a wider customer group.