Marketing cable to the masses

I read your article “Turning the cables” (MW January 17) with interest, but felt it important to clarify the role of the CCN Group, and particularly its Mosaic Systems product, within the cable industry.

Firstly, the article’s author is quite right in identifying the primary use of CCN’s MOSAIC System as the prioritisation of areas of building and sales efforts.

Secondly, the expansion of the theme to encompass individual marketing has been totally misrepresented. John Palmer’s assertion that his database is “light years ahead of the CCN System” is based on a wholly erroneous comparison between an area and individual-based solution.

CCN’s work in the cable and telecoms field extends well beyond area analysis and into database construction, data collection, modelling, segmentation and campaign management.

The impression left by the article does a disservice not only to CCN but to its many clients whose work in addressing marketing is similarly focused.

Alexander’s concentration on the Nynes System fails to acknowledge the comparable advances such as Cable Tel, Videoton and SBC.

Nick Fuller

Head of Telecommunications Services

CCN Group

Nottingham

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