Sony will use smartMARKETER for analysis, campaign management and reporting. The first phase of its campaign will be deployed across the UK, France, The Netherlands, Poland and Italy, with 36 countries across Europe to follow.
SmartFOCUS has been tasked with analysing customer data from multiple sources. Sony will then segment customers in order to target CRM campaigns at selected groups and analyse the effectiveness of these campaigns. At a local level, each country will drive its own local marketing activities using local knowledge with local messaging and specific initiatives.
Christian Luecke, general manager for consumer marketing, TV & online marketing for Sony Europe said: “We needed a system that would be compatible with and accept data from many sources.”
SmartFOCUS CEO Chris Underhill said: “Sony understands the benefit of supporting customers by providing the relevant information to the customer through the right channel in order to maximise customer engagement. The customer is central to many successful organisations’ business strategies. Sony will now gain detailed insight into customer groups and customer life stages.”
United Kingdom
Sony tasks smartFOCUS with CRM
LONDON - Sony has appointed marketing software company smartFOCUS as part of an EU-wide program to improve customer understanding, make better use of customer data and improve its customer relationship management (CRM).
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