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8. Cristina Diofebbo, senior director strategic insights and analytics, Sky

Cristina Diofebbo

What is the proudest achievement of your career to date?

Most recently, setting up a new cross functional team in Sky to exploit consumer behavioral analytics data and attitudinal research data to inform strategic decisions across multiple business areas. Our new strategic insights team has quickly elevated the insights agenda to a much more strategic level in a short time, influencing many key business decisions which contributed to Sky’s strong results down the line.

 

Who is your role model or the person you look to for inspiration?

It must be our UK CEO at Sky, Stephen Van Rooyen, as he is super passionate and the strongest advocate of insights exploitation as a competitive advantage for Sky. He always amazes me and the team with his phenomenal capacity to absorb a huge amount of insights on a weekly basis and with how many questions he asks to stay close to consumer and customers trends.

 

Did 2019 turn out the way you expected? If not, in what ways was it different?

2019 was an amazing year for our strategic insight organisation, with many best in class deliverables. In particular, our state of the nation reviews on how customers are evolving in the media and content industry to inform Sky’s strategic roadmap across propositions, marketing, content and products.

 

What do you expect 2020 to be like for the data and analytics industry?

On the strategic analytics side, which is the area I lead, I believe we will keep getting closer and closer to the strategic roadmap of our company.

 

Data and technology are changing business, the economy and society – what do you see as the biggest opportunity emerging from this?

It must be the application of data and machine learning techniques in the healthcare sector to accelerate diagnoses, improve care and cure illnesses.

 

What is the biggest tech challenge you face in ensuring data is at the heart of your digital transformation strategy?

Ensuring that the data we get from the central data team is structured in the best way possible on the cloud platform so that, as a strategic team, we spend less time on crunching data and more time reflecting on what the data is telling us. In my team we need to be fast, relevant and strategic at any point in time.

 

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