Transport company takes desktop data journey

Newly-launched desktop marketing platform, Experian Elements, has been adopted by a major coach and rail services provider. National Express will use the hosted database service for its multi-channel marketing activity.

Chris Dobson, head of CRM and customer insight at National Express, says: “We put customers at the heart of our business and maintaining good relationships is fundamental to future success. Experian Elements really sets itself apart from the competition due to its rapid deployment, quality of data and intelligent, multi-channel approach. It will make it easy to understand our entire customer base, helping us to better engage with customers and provide the most relevant communications possible.”

Elements supports email and online marketing activities, as well as direct mail and telemarketing. It uses drag and drop functionality to build campaigns, with test and learn facilities to identify which messages are driving the strongest return.

Single customer views can be built using Experian’s Insight software and extensive data sources. Elements is based on Microsoft SQL Server which reduces the total cost of ownership, while providing a complete reporting suite, including six pre-defined reports. Additional capabilities can be bolted-on, such as modelling, mapping, analytics and consulting.

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