Datalytics will review existing customer behaviour and develop a customer segmentation model to encourage higher response. The customer data will be hosted in a custom-built database by Alchemetrics.
The 2-Fore-1 scheme allows golfers to buy golf rounds and lessons at discount prices at more than 900 courses in the UK and abroad by phoning either a customer hotline or via its .
Future projects between emap Active and Datalytics include the development of a broader data-led customer communications strategy for Emap Active.
Niall Andrew, database manager at Emap Active said: "The decisions we will be able to take based on the customer data will be invaluable and future marketing campaigns as our database continues to grow. Working with Datalytics will allow us to harness the customer information we already have so that we can make the promotion work harder and increase ROI for immediate and future activities."
Datalytics is an independent data solutions provider that works across all media channels including SMS and email. It was formed in 2003 by former Claritas directors Stuart Broughton, Stuart Hopwood, and Alan Tomlinson, as a partner of data marketing specialist Alchemetrics.
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