772 — UK `Over 50s specialist` Saga picks DataDistilleries to improve its marketing strategy

Aug 18, 2003 | Conteúdos Em Ingles

DataDistilleries announces that Saga has selected DataDistilleries’ software to help grow its business over the next few years. Saga is the UK‘s best known specialist in providing holidays and financial services products for people aged 50 and over. The software will initially be used within Saga Holidays to enhance marketing and sales activities, by increasing cross-selling to customers as well as customer retention and acquisition.

Saga selected DataDistilleries’ predictive analytics to help provide a better understanding of its vast customer base, driving marketing campaigns based on individual customer behaviour and events. This allows Saga to enhance its marketing strategy by more precisely targeting its campaigns.

“We read about DataDistilleries’ software producing excellent results for Center Parcs Europe and saw the potential for similar success with us. We have experimented with conventional analytical tools in the past, which showed us that we could achieve better results, but we’ve not been able to make this part of each and every campaign we send out. DataDistilleries stood out as it fits in our current processes and allows us to optimise even several campaigns a day,” comments James Gambling, database marketing manager at Saga Holidays.

“The first step was to pilot the software”, continues Mr. Gambling. “In just 10 days, we had managed to install the software on our existing database and scope out a campaign by identifying ‘high responder’ segments based on customer information which was previously hidden in our data. The results we achieved not only confirmed what had taken years of experience to understand, but also gave us a fresh insight into other segments of the database, providing us with enhanced knowledge of our customers’ needs.”