Birmingham Midshires opens access to customer data with Experian's iMarketer

Source: Experian

Birmingham Midshires, the specialist lending arm of Halifax plc and a leading direct savings provider, has selected Experian’s iMarketer customer campaign management tool to enable easier access to customer data.

Experian's new iMarketer solution is a revolutionary quick and simple-to-use database marketing and customer campaign management tool. It is an intuitive, next-generation technology solution, delivering highly targeted customer campaign decisions and enabling marketers to focus on their most profitable potential customers. It works on a normal desktop PC and can be used by anyone wishing to query their customer database. There is no need for specialist programming skills and it processes tens of millions of customer transactions in seconds.

At the heart of iMarketer is a new reporting and analysis engine that delivers key customer intelligence more rapidly than has ever been available before. iMarketer is powered by technology from Alterian, a leading provider of database marketing and customer insight solutions, which facilitates the combination of powerful analytical and campaign management tools with very rapid, easy access to vast data sets.

"iMarketer has enabled us to significantly reduce load times for data refreshes from days to hours, allowing us to benefit from much more up-to-date information," said Jenny Wilkes, customer database manager at Birmingham Midshires. "It has also significantly improved query and system response times from minutes to seconds. We also have the potential to add functions and new data over time, without replacing the core system for sister divisions."

Phil Mountain, Director of Analysis for Decisioning, Experian's Business Strategies division, added: "iMarketer is significantly quicker than any other campaign management product in the market – processing times for typical queries are reduced from days to literally seconds. Users can exploit the full potential of their data without having to rely on samples or pulling away resources from IT departments for data preparation – bringing considerable efficiency gains and real cost savings."

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