BUILDING CUSTOMER-PROFILE DATA
The Client
One of the world's leading providers of research and analysis on the global information technology industry.
The challenge
To enable a more scientific and strategic approach to marketing, while integrating several different and disparate sources of marketing information throughout the business. Also to gain a more complete picture of the customer base to assist with customer profiling, while complying with new data protection legislation and enabling more targeted and relationship-based marketing techniques.
The solution
CRM Technologies designed and now delivers an 'outsourced data management' service, focused on building a more complete and higher-level data set based on the client's existing customer and prospect information. The enhanced data enables facilities like advanced 'customer modelling' that significantly assists with client sales forecasting and trend analysis.
The key outcome
The client needed to build detailed and high-level information on a relatively small number of UK and European companies, but it needed to achieve this in a cost effective and non-disruptive manner, merging several different sources and methods of holding data without damaging its ongoing sales and marketing processes.
The final word
CRM Technologies provides an ongoing, outsourced data management and analysis service that will enable the client to use its knowledge base as a highly effective marketing tool.
