Importance of the individual

By Marketing Week 10 Feb 1995 12:00 am

With reference to the article “Turning the Cables” (MW, January 27) I 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 Mosaic as the prioritisation of areas for building and sales efforts. Indeed, the fact that Mosaic is uniquely built at postcode level has undoubtedly contributed to its status as industry standard, being used by seven of the top eight UK multiple service operators.

Secondly, the expansion of the theme to encompass individual marketing has been totally misrepresented. John Palmer’s assertion that his database is “Iight 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. An example of such a CCN system could easily have been used if a true comparison were sought.

The impression left by the article does a disservice not only to CCN but to its many clients whose work in addressing individual marketing is similarly focused. Kate Alexander’s concentration on the Nynex system fails to acknowledge (other than by passing mention) the comparable advances of organisations such as CableTel, Videotron and SBC.

Nick Fuller

Head of telecommunications services

CCN Group

Nottingham

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