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Identext to centralise Cornhill marketing database

Cornhill Direct is commissioning customer manage-ment and marketing auto- mation specialist Identex to design and manage its new centralised marketing database.

The database will provide Cornhill with a detailed profile of its customers, allowing the company to target and tailor direct marketing to the needs of its customers.

Cornhill Direct, one of the biggest direct marketers in insurance, previously held consumer data on three separate files. This new project brings the information together along with integ-rated campaign management tool Identex Campaigner and other analytical tools.

Identex Campaigner will allow Cornhill to plan, execute and analyse all its UK marketing on the internet as well as offering easy access to up-to-date prospect information.

Identex has built up a reputation in the financial services industry, having produced software solutions for More Th>n, Inscape, Norwich Union and Chelsea Building Society.

Direct marketing manager Alison Newman says: “Marketing automation is the first major step towards our customer-focused CRM vision. The Identex solution will enhance our ability to improve customer service, enhance marketing programmes and save resources. The ability to offer complementary services such as data bureau, analytical support and digital services fits with our strategy.”

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