EuroDirect will manage and maintain the database, taking in regular data feeds from each of VWFS's five product divisions: finance agreements, payment protection on finance agreements, motor insurance policies, guaranteed asset protection insurance policies and fixed-cost maintenance plans.
Phiip Grisewood, communications manager at VWFS, said: "For the first time Volkswagen Financial Services is able to store customer data for all financial and insurance customers in one single application. This allows us to profile customer groups holding only one or two products and target sales activities and product communications to these specific segments. This will give us the intelligence to manage, monitor and measure our campaigns more effectively while improving response and cross-sell rates."
John Dobson, managing director of EuroDirect, said: "Volkswagen Financial Services has demonstrated a commitment to investing in its customer data in order to successfully drive its future marketing, and to provide its customers with more targeted and relevant communication. Today's marketers should take heed of this example, and focus their efforts on achieving a single customer view."
The database will be recurrently validated and enhanced against Royal Mail's PAF and suppressed against the GAS file, the Mailing Preference Service and Volkswagen Financial Services' own internal suppressions. It will also be appended with EuroDirect's suite of postcode level CAMEO classifications (including CAMEO UK, Income, Financial, Investor, Property and Unemployment) to aid customer segmentation and targeting using variables as diverse as geodemographics, income, credit risk, financial sophistication, property price and economic inactivity.
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