ING Direct, the US retail banking subsidiary of Holland's ING Group, has selected customer relationship management software from Dublin-based Norkom Technologies to help focus its marketing and advertising campaigns.
The decision follows a successful pilot project and lands Norkom with its largest-ever US contract.
Norkom's Alchemist software will be used to analyse demographic data provided by Acxiom to build a targeting profile for ING customers. ING Direct will use this profile for ongoing campaigns across geographic markets within the United States.
The pilot project demonstrated "significant improvements" both in campaign responses and customer conversion rates, says Norkom.
Arkadi Kuhlmann, president and CEO, ING Direct, says the added value that follows from the analysis and documentation accompanied by Norkom's predictive results has surpassed expectations. He adds: "We can now better understand key customer characteristics and have a clearer idea of where and how to cost effectively focus marketing campaigns."