MRS/AURA Insight Management Award
 Winner: Sky, Oxford Strategic Marketing , SPA & CFl - Sky Tracker
What the judges said:
The Sky Tracker brings together diverse streams of data about Sky’s customers. This entry impresses because it demonstrates how these streams generate insight about Sky’s business and competitive position that are updated with great rapidity and give diagnostic direction to decision makers.
The judge’s selected this entry as a winner because it demonstrates how a dynamic insight tool like the Sky Tracker can sit at the heart of decision making. It proves that research and insight are decisive and essential tools for business success.
Finalists:
Making Advertising Work
Dairy Crest & TNS Worldpanel
What the judges said:
Dairy Crest know that advertising helps support their portfolio of brands, yet found proving this a daunting task. This paper able demonstrates the value and insight a research company can add to a client’s business by combining data to tell a full and complete story of advertising’s role and success that takes in sales, media activity, audience targeting and the audience’s quality of response.
SME Customer Prioritisation & Segmentation (HM Revenue & Customs)
Quadrangle
What the judges said:
SME’s are a notoriously heterogeneous group. This paper convincingly showed how multiple sources of insight were combined to provide HM Revenue & Customs with an intelligent and easy-to-implement customer segmentation helping them to support compliant and honest businesses while pursuing the dishonest and unscrupulous.
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