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Harte-Hanks Trillium Software Customer Nectar Card Runner-Up for Data Strategy Award
Nectar Card success recognised to be fundamentally linked with excellent data quality
The Data Strategy Awards, presented on 23rd October 2008 at The Royal Lancaster Hotel in London, give recognition to data as fundamental to customer-facing functions, such as sales, service and marketing, and equally to internally-focused operations, such as reporting, risk, business intelligence and compliance.
In 2007, in a multi-million pound re-brand, Nectar mailed over 10 million collectors with new loyalty cards replacing ones up to five years old. It was one of the largest 'recard' mailings in Europe and a big success. For each collector, a personalised card and later a pack was produced. These had then to be matched together and mailed. In the intervening weeks however, there were 300,000 suppressions on the grounds of data latency. Using the Trillium Software System(TM) , Nectar identified these suppressions saving around £150k in production and mailing costs and ensuring the right cards got to the right people, protecting the integrity of the Nectar brand.
"Collector information is our most valuable asset and the quality of that information is everything to us; it's fundamental to our brand, our sponsors and our compliance with the UK Data Protection Act," said Louise Cantrill, head of international operations development at Nectar. "With the Trillium Software System, data quality is now business as usual for us and we are delighted to have been recognised at the Data Strategy Awards."
Nectar has implemented the Trillium Software System as its enterprise wide data quality governance solution. From initial data capture in Nectar enrolment systems to member data gathered later via multiple touch-points such as its web site, by update forms, letter and phone, the Trillium Software System identifies data quality issues, cleanses data and integrates collector records. The solution accurately manages suppressions and also ensures that data meets with Nectar's business rules. Good data not only enables accurate Nectar mailings, but sophisticated customer profiling, segmentation and targeting of offers.
"Data is an invaluable business asset but without excellent data quality governance, this essential resource will quickly decay, damaging operational effectiveness, frustrating attainment of strategic objectives and risking compliance issues," said Ed Wrazen, vice president, product management & strategy at Harte-Hanks Trillium Software. "We are proud that the contribution of the Trillium Software System at Nectar Card has been rated so very highly by the judges of the Data Strategy Awards."
About Groupe Aeroplan Inc and Nectar Card.
Groupe Aeroplan Inc. is a leading international loyalty management corporation. Groupe Aeroplan owns Aeroplan, Canada's premier loyalty program and Nectar, the United Kingdom's leading coalition loyalty program. In the Gulf Region, Groupe Aeroplan owns 60 per cent of Rewards Management Middle East, the operator of Air Miles programs in the United Arab Emirates, Qatar and Bahrain. Groupe Aeroplan also operates Insight & Communication, a customer-driven insight and data analytics business offering worldwide services to retailers and their suppliers.
Nectar Card - http://www.webitpr.com/writeitfiles/B%20Surprised%20Nectar%20card_r1_1.jpg
Data StrategyAward Logo - http://www.webitpr.com/writeitfiles/2008-logo.gif
Harte-Hanks Trillium Software Logo - http://www.webitpr.com/writeitfiles/TS-HH_vert_blue_logo_05.jpg
Trillium Software System - http://www.trilliumsoftware.com/
The Data Strategy Awards - http://www.datastrategyawards.co.uk/
Nectar Homepage - http://www.nectar.com/
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