Unica Corporation's Affinium gains credit from HBOS Card Services

HBOS Card Services, the largest issuer of new credit cards in the UK, has chosen Unica's Affinium Suite to support its marketing initiatives. The deal is an extension of HBOS' existing agreement with Unica, which provides enterprise marketing management technology for HBOS Retail. Affinium now supports all Halifax and Bank of Scotland branded direct marketing, generating a significant proportion of new product sales.

Affinium will boost HBOS Card Services' CRM strategy to be the fastest growing brand in the credit card market. It will provide more accurate contact selections for campaigns and accelerate the time to market for marketing initiatives. Affinium will work across a new marketing datamart containing around 5 million accounts and 400 million customer transactions.

Sara Hobbs, head of customer database at HBOS, says: "Affinium will lower the costs involved in campaign production and help us to achieve higher conversion rates from our marketing initiatives. HBOS Card Services executes 10 to 15 campaigns each month and Affinium will enable us to provide customers with a more personalised service through our campaigns and react to opportunities more quickly."

HBOS Card Services previously used manual and semi-manual systems for campaign management, which meant that marketers were reliant on IT support for planning and executing campaigns. A team of ten people across the marketing and risk divisions of HBOS Card Services will now use Affinium to develop, test and execute campaigns directly.

Sara Hobbs continues, "We chose Affinium as we had already been through a detailed evaluation of the software for HBOS Retail where it has proved to be a valuable marketing tool. Affinium's quick adoption by the HBOS Retail direct marketing team and the fact that we are continually increasing the number of campaigns executed are testament to its success.

"We are working towards Affinium's becoming the sole marketing selection tool for all core branded direct marketing at HBOS."

Curt Bloom, managing director of Unica EMEA, says: "Affinium will help HBOS Card Services increase customer value by providing targeted cross-sell and up-sell offers and reducing the cost of acquiring new customers by identifying profitable prospect segments and individuals most likely to respond. Most importantly, it will help identify opportunities and react to important events in real time, such as an unusual charge or lapse in credit card use."

For more information please contact:
Sam Page/Vic Paton-Smith
Fourth Day Public Relations
Tel: 020 7403 4411

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