Rob McLaughlin is Head of Digital Analytics & Decisioning at Sky - Europe’s largest media & entertainment provider. Rob joined Sky in 2016 and has been working to transform the omnichannel experience by focusing on executing real-time personalisation to its 22.5 million customers while delivering against revenue, retention and service objectives. Rob has an accomplished track record of bringing customer data into the complex marketing and technology landscape. Prior to Sky, Rob managed analytics projects at DigitasLBi, Barclays UK, Canon Europe, Blue Latitude, Oracle, comScore, and BrightTALK. Having worked both as a consultant and in-house, he has in-depth knowledge of how businesses from multiple verticals can leverage data to achieve efficiency and growth at scale and speed.