The new project will see Abbey using Experianâs 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 companyâs 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 Experianâs broad range of marketing data.
Powered by Elements, Experianâs world-class marketing software, Abbey will have at its disposal Fusionâs array of insight tools, a cleansed consumer universe and a full campaign history.
The new customer marketing project will also see Experianâs 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: âThis retail banking project demonstrates the strategic value Experian brings to the customer marketing environment. Having worked together for 20 years, Experianâs 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 productsâ growth in an increasingly competitive market.â
Chris Smith, Business Development Director for Experianâs Integrated Marketing division, added: âSince 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.â