Our integrated database solutions can reengineer an existing database into a powerful tool to drive marketing strategy and profitability.

Xynics helps the UK division of a Global Healthcare Company to drive strategic marketing activities to maintain and improve their market share.  We designed and delivered a flexible dynamic consumer marketing database which exceeded the client requirements and could grow with the clients changing business.

Xynics were approached by a market leading healthcare company in 2007 to design, build and host their Consumer Marketing Database core to the operations of their UK Direct to Consumer marketing division.  With disparate data sets throughout the business, the initial data sources were non-transactional, had limited capability and thus was difficult to maintain.   Their ultimate goal was to own a database which was structured to allow detailed analysis to drive marketing strategy which was easy to access and understand.  In addition, they wished to include data captured from their web portal to enhance the intelligence on their customer base.

Our response to the client’s brief was a fully relational transactional database to gather clean, enhance and store data from their original data sources including a new web portal integration and their third party operated call centre making all this information available to the client for analysis and reporting.  Working closely with the UK marketing team, Xynics were able to attain a high level of understanding of their marketing objectives enabling the database and business processes to evolve significantly. 

The client is now viewed as a market leader within their industry for consumer engagement and have seen significant increases in marketing responses, product placement, increased revenue streams and return on investment.

Results

  • The UK Marketing Division are viewed as one of the pioneers of the global marketing strategy for the organisation.
  • The intelligence available to the client now empowers them to keep up with the latest marketing trends.
  • The client’s customer engagement programmes are more interactive and effective in raising brand awareness and customer loyalty.
  • Product wastage is reduced through improved customer insight.

I have worked with Xynics for the last 8 years.  During this time the team at Xynics have been instrumental in supporting our business with database marketing services which have encompassed developing, maintaining and hosting the UK consumer database, including ongoing data exchange with various in-house databases in order to provide an effective single customer view for analysis and campaigning.

Over this time we have introduced several and of new databases and exchanges with external service providers and Xynics have always been included in Internal project teams and discussions in a key supplier and often consultancy capacity.

The flexibility that Xynics offer in terms of support have allowed analysis, modelling and complex campaigns that would have been extremely difficult to access and arrange using internal systems.  Xynics are always happy to support new plans and will often contribute to the final processes with innovative suggestions.

Senior Market Manager - CRM, Digital and Consumer Marketing

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