WA Shearings, the company created by the merger of Coach Holiday Group and Shearings Holidays, targets the over-55 age group mainly with coach holidays, but also has air travel and self-drive offerings.
The company requires a single customer view across all four brands and has engaged EuroDirect to do the data merging and consolidation work.
It aims to increase lifetime customer value by developing its customer communications and improving cross-selling and retention.
The single database will have monthly feeds from 13 data sources including direct transactions, travel agent bookings, holiday insurance data, brochure requests and customer survey responses.
John Dobson, managing director of EuroDirect, said: "By building such a database, WA Shearings can achieve a group-wide view of its customers and can understand their overall value to its business."
In addition, a full marketing campaign history will be maintained alongside details of all responders requesting brochures and converting to customers.
Karen Gee, sales and marketing director at WA Shearings, said: "This combined marketing database will give us the intelligence to manage, monitor and measure our campaigns more effectively while improving response and cross-sell opportunities."
The database will be regularly validated and enhanced against Royal Mail's PAF and suppressed against the GAS file, the Mailing Preference Service and WA Shearing's own suppression files.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .