DAtApRoViDeRoFtheYeAR
WinneR
ShoRtLiSt
a71AcxiomUK
experianintegratedMarketing
a71MarketingMetrix
ExperianIntegratedMarketinghascontinuedtoinnovateanddelivertangible
improvementsforitsclientsduringadifficultyearforallmarketers.Notable
newbusinesswinshaveincludedBupa,NationalExpressandZurich,whilethe
creationofitsEmailRepositoryof20millionemailaddresses,overlaidwith
otherdatavariables,hasbeenasignificantnewdevelopment.
BupaselectedEIMtoexpanditsmarketableuniverseandincreasesales
conversionrateforitsprivatemedicalinsurance.Variableswereretrospectively
appendedtohistoriccampaignresponsestoidentifypredictorsofresponse
andconversion.Thesewereprofiledandtakenintoabespokemodelwhichwas
usedtoscoretheNationalCanvasseUKdatabase.Followingatest,regular
mailingswerethenmadetothemodelledprospectpool,leadingtoa0per
centhighersalesrateand5percentlowercostpersale.
Skyisalong-termEIMclientwhoworkedwiththecompanytodevelop
targetedwalklistsforits00agents.Itneededtodeterminewhichprospects
agentsshouldvisit,suppressingexistingcustomersandoptimisinglocalplans
andterritories.Walklisthasprovidedanend-to-endapplicationfordoor-to-
doorsellingwhichhasseenthischanneldeliver5.8percentofallnew
acquisitionsinJanuary2009,comparedto1.2percentinJanuary2008.
Aspecialistcreditcardproviderhadbeenexperiencingadeclineinresponse
andconversionfromitsemail,withcostperacquisitionrisingabovethatof
directmail.Arobusttestingstrategywasdevelopedinvolvingtwomillion
emailsacrossthreemonthsfromfiveemaildataproviders.Theresponseand
conversionratesreachedanall-timehighfortheclient,withcostper
acquisitionfallingto75percentofanyotherchannel.
GreaterManchesteralsoworkedwithEIMonanemailcampaigntodriveits
residentsonlineforinformationasawayofreducingcosttoserveand
interactionwithonlineservices.Opted-inaddressesweresourcedand
segmented,withanoverlayofinsightintopropensitytoact“green”andtobe
responsivetoemail.Thecampaignsawamassiveincreaseinvisitstothewebsite
andinlikelihoodtousethisrouteastheprimarywayofcontactingthecouncil.
™
Sponsoredby:
DQMGRoUp
Formedin1996DQMGrouphasgrowntobecomethemosttrustedindependentproviderofdatagovernanceservicesto
theUKmarketingindustry. Wemonitorover55%ofUKlisttransactionsand70%ofleadingdataownersuseDQMGroup
toaudittheircommercialagreementswithresellersandendusers.Inadditionweprovideacohesiverangeofdata
governanceproductsandservicestoleadingorganisations.
16|DAtAStRAteGYAWARDS2009
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