DM p22-26 bureaux Dec08.qxp 02/12/2008 11:56 Page 25
Database Bureaux
Recently-rebranded Rapp is already at the leading stop digital shops?
edge of integrated marketing with its work for Best A number of MSPs
Western. All communications are driven by an inte- have already set
grated back-end database segmented using RFM and up their own
channel preference. Channels are chosen based on email service
how they will influence the potential response and operations,
profitability of each customer, as well as that cus- mostly due
tomer’s own channel preferences. Loyalty cardholders to requests
receive different communications and offers to non- from clients,
cardholders, but all are driven from the same data- and there are
base – built by Rapp using feeds from Best Western’s a few that are
in-house systems. going further.
“We can drive content completely from personal “It’s now
data,” says Ben Salmon, solutions and strategy direc- becoming com-
tor at Rapp, who notes a “massive increase” in client mon for us to take
proposals that integrate on and offline strategies. feeds from web servers
“We’re bringing together content management with and web analytics tools,”
campaign management across all channels and build- states Lees. His company now works
ing SCV databases that can handle all the data,” he hand in hand with its Database Group interactive
says. “Interpretation of results is a very important (TDGi) subsidiary to cater for a wider range of client
part of it, as is turning that into actions for the busi- needs and has recently installed a high-end web ana-
ness. You can only do that with everything in one lytics package. “The question is, how far does an MSP
place.” go?”
Tangible Data is another good example of an MSP Digital specialities like SEO or keyword buying are
with a long track record in customer data-based serv- very different indeed to record matching and merg-
ices such as database building and predictive analytics ing, and require a separate set of skills. Building a
that has embraced new media enthusiastically. Not capability for these areas would take some serious
only has the company developed its existing market- investment, confidence – and a willing client or two.
ing software into the integrated Magellan suite, but it
is also looking to handle other new media as they
reach the mainstream. In fact, it is shortly to launch
a new service which will employ advertising and
viewing behavioural data gleaned from Interactive TV
to drive subsequent media planning.
“Digital is where the market is going,” says
Tangible Data’s managing director Nigel Magson,
All the major suppression files embedded
in one data processing package....
“and interactive TV is starting to become a reality,
with ads being targeted at individuals. The Freewire
service in university halls of residence shows how
this will work.”
There’s no doubt – theoretically – that bureaux can
parlay their data skills into the digital arena. Their
experience of maintaining SCV databases will be
invaluable in forming the back-end customer data
hub so critical to success in today’s direct world. But
will we see bureaux eventually developing into one-
Digital is where
the market is
going and
interactive TV is
starting to
become a reality.
For more information visit our website;
Nigel Magson, managing www.thesoftwarebureau.com
director, Tangible Data.
or call 0870 7351302 to arrange a demo.
www.dmarket.co.uk Database Marketing December 2008 25
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