Experian's software enhances companies' direct marketing campaigns by considering strategic objectives and operational considerations to improve the individual offers made to each customer. In addition, the software's ability to simulate alternative scenarios allows the client to respond rapidly to changing market conditions.
Martin Allton, Head of Customer Knowledge for Yorkshire and Clydesdale Banks, commented: "We've invested resources into developing excellent knowledge about our customers, in order help drive growth and build more profitable customer relationships. Experian's Marketswitch Optimization software will enable us to maximise the value of the data at our disposal to most effectively and efficiently target our marketing campaigns."
Nick Evans, Experian's Head of Customer Management in the UK and Ireland, commented: "Yorkshire and Clydesdale Banks have invested in developing their customer data and systems to enable consistent and controllable customer contact across multiple channels. Adopting our optimisation software means that they in an even better position to develop rewarding, long-term customer relationships."