The £15 Million Journey

Author: Bates, James

Source: Marketing Intelligence & Planning, Volume 12, Number 6, 1994 , pp. 8-11(4)

Publisher: Emerald Group Publishing Limited

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Abstract:

Details how a leading financial institution in the UK developed a£15 million relational database from scratch. Roger Ivey, head of DirectMarketing at the Leeds Permanent Building Society, had the task ofbringing together a dozen previously unconnected and non-communicatingcustomer information databases into one central information storehouse.Explains why the move was competitively necessary and how the societyhas benefited from the new database. Although the new database has notprovided the impetus for any new products or services, it has helped theLeeds to understand better their existing and potential customers sothat they can more effectively serve these customers and segment theminto existing product lines.

Keywords: Building Societies; Competition; Customer Profiling; Customer Records; Database Marketing; Direct Marketing; Leeds Permanent Building Society; Management Development; Relational Databases; Target Marketing

Document Type: Research article

DOI: 10.1108/02634509410064204

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