Abbey, part of the Santander Group, has handed Experian, the global information services company, a brief to drive the customer marketing campaigns for its retail bank's range of mortgages and loans.
The new project will see Abbey using Experian's blend of technology, data and expertise to create a series of multi-channel campaigns designed to cross-sell its mortgage and loan products to its retail bank customers.
To power its customer marketing programme, Abbey will use Experian Fusion, the company's campaign management system. Abbey will be able to centrally plan, manage and execute personalised digital and offline marketing campaigns augmenting its own customer data with Experian's broad range of marketing data. Powered by Elements, Experian's world-class marketing software, Abbey will have at its disposal Fusion's array of insight tools, a cleansed consumer universe and a full campaign history.
The new customer marketing project will also see Experian's customer intelligence consultants working with Abbey to deliver a bespoke modelling programme to create further campaign performance improvements.
Simon Hughes, Senior Marketing Manager for Abbey, said: "This retail banking project demonstrates the strategic value Experian brings to the customer marketing environment. Having worked together for 20 years, Experian's technology, data and people continue to set it apart from the rest of the marketplace when it comes to providing powerful marketing capabilities. By adopting Experian Fusion and working closely with its consultants, we will be in an excellent position to further fuel our mortgage and loan products' growth in an increasingly competitive market."
Chris Smith, Business Development Director for Experian's Integrated Marketing division, added: "Since day one, Abbey has embraced data-driven marketing and its decision to adopt Experian Fusion shows its commitment to delivering marketing excellence. As our growing client base demonstrates, Experian Fusion is the marketing platform of choice for brands looking to continually drive campaign performance uplift."