At Data IQ Future Summit 2014, IM Group highlighted how the use of a Single Customer View enabled Subaru to increase test drives by a factor of 3.2.
This year the Data IQ Future Summit brought together some of the key influencers in data, analytics and Big Data, with as many as 14 key presentations on topics from Single Customer View (SCV) to tracking consumer behaviour and brand management.
Five of the presentations centred around the implementation and importance of a Single Customer, including Howard Ormesher, CRM Director for IM Group, who highlighted how the use of an SCV and analytics tools, from Blue Sheep’s sister business BlueVenn, have helped enable Subaru to increase test drives by a factor of 3.2 and car sales from test drives by a factor of 1.6.
IM Group is the sole distributor of Subaru cars across the UK and is an example of how an effective CRM strategy combined with the right tools proves that CRM is rightly still a major focus for all organisations and in the buzz of “Big Data” and “Omni-channel marketing” should not be forgotten.
The Big Data Trough of disillusionment
As Big Data falls into a five to ten year ‘trough of disillusionment’, marketers need to ensure that they keep their focus on technology and strategies that can deliver proven results now.
In contrast to the 1st generation of ‘Big Data’ technology, CRM is coming out of the other end into a ‘Plateau of Productivity’ with 3rd generation products offering a rich array of features that can help to transform the way we understand and market to our customers.
As well as the IM Group, the Post Office, National Trust and Royal Sun Alliance all placed importance of an integrated Single Customer View, analytics and BI capabilities.
IM Group Presentation: “Have we forgotten about CRM?”
Control of customer data streams and the ability to engage in personalised marketing is a headache for all organisations.
This session demonstrated how Subaru allows customers to choose their own marketing and delivers personalised content nationally through its 60 car dealerships with the combination of a Single Customer View, predictive segmentation, analytics, web scoring and customer satisfaction surveys.
Download a copy of the IM Group presentation, ‘Have we forgotten about CRM?’ here.
IM Group Case Study
For an example of how this automotive company has achieved amazing results through its CRM strategy and use of a Single Customer View and analytics from BlueVenn, click here.
BlueVenn and Blue Sheep are a coalition of Marketing Solutions Providers under the umbrella of the Blue Group. These two organisations specialise in CRM, Single Customer View, insight, analytics and database marketing solutions for clients across the world.
For more information about BlueVenn visit www.bluevenn.com
For more information about Blue Group visit www.bluegroupinc.com