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Is BSkyB paying too much for its customer acquisition?
COMMENT - There may be no industry benchmark about how much a new customer should cost to recruit, but BSkyB is at least one brand that has found itself paying more to attract customers to its HD service - up from £250 to £306 in its latest figures. Caroline Kimber, head of data strategy at agency Stephens Francis Whitson, questions the long-term viability of such a strategy.
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