The energy supplier is hoping the implementation of Experian’s Marketswitch Optimization software, a software package that manages direct marketing programmes, will increase the efficiency of its campaigns.
Mark Perrett, head of CRM at Eon, says a pilot project using the software led to a 10% performance improvement against a” traditional” marketing approach, adding that it expects to “generate a return on the investment many times over.”
The software uses individual customer data to identify contact strategies by using elements such as management policies, operational constraints or regulatory requirements.
Experian claims that this process enables a trade off between marketing costs and the probabilities of sales and revenue to be made.
The information services company says Eon is the first UK energy company to adopt the technology.
Eon is currently running an integrated campaign that aims to create a debate about among consumers around energy issues.