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Data Insight: GB Group cleanses Time-Life data
GB Group prepares customer data for Time-Life
International data specialist GB Group plc has been appointed by Time-Life to cleanse millions of customer records in preparation for a series of direct marketing drives across Europe, Australia and New Zealand.
GB Group's Data Integrity specialists will check the accuracy of data held on people living in 17 European countries and throughout Australasia, cleansing where necessary and screening them against a wide range of international data sources.
The data will be used by Time-Life's international marketing teams as part of major integrated campaigns across TV, print, telemarketing, direct sales and digital channels.
The move follows Time-Life's decision to centralise the data it holds on its 7.1 million customers, enabling them to effectively design and execute targeted campaigns and reduce marketing communication costs.
GB Group, which will use over 100 individual international data sets to complete the task, was appointed for this latest project after helping Time-Life to save over £40,000 last year as part of a UK-based data cleansing exercise.
Rob Waller, Database Marketing manager, said: "Our customers have placed 17 million orders for 60 million individual items - we know this and much more because we now have a global data warehouse giving us a single view of our customers.
"Thanks to GB Group, which has access to the most comprehensive and independent international data sets and has the technology to process large volumes of data extremely quickly, we can support our SCV with real-time marketing campaigns in Time-Life's most important sales territories."
Richard Law, Chief Executive, GB Group said: "Time-Life is a great example of an international data-driven business that uses its customer information innovatively but in a non intrusive way to maximize revenues and drive its highly successful business strategy.
"With its SCV firmly in place, the company expects to grow bottom line revenues by $3 million and reduce marketing spend wastage by 25 per cent - GB Group will be helping to make this happen by supplying the most accurate data available on its customers."
01 December 2006