Dunnhumby, the company responsible for desiging and building the Tesco Clubcard scheme, has been appointed to the task.
The database will be augmented with knowledge gained through BSkyB's previous marketing activity and used to refine different product propositions, media strategies and creative executions.
BSkyB says that it will use these consumer insights to develop tailored marketing activity that addresses the motivations and perceived barriers to take-up of each segment of the population.
Shares in BSkyB were down by as much as 15% yesterday, despite a rise in profits, as the company unveiled plans for an intensive marketing strategy and overhaul of the Sky brand to combat slowing subscriber growth.
Jon Florsheim, BSkyB's managing director of sales marketing and interactive, said: "We are convinced of the potential for significant growth in pay television and of the strength of our customer proposition. These new initiatives will help us to achieve our challenging growth targets and to make millions of consumers see Sky in a completely new light."
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