Four years ago, UBM EMEA – the European division of the global events, marketing and communications company with services in more than 30 countries - was keen to improve cross pollination of data between its B2B customers. UBM chose to work with Blue Sheep to develop a Single Customer View that would enable direct access the company’s own data.
Prior to working with Bluesheep, UBM EMEA had restricted access to its own data. Its SCV solution only allowed the analysts to view data via pre-set campaigns and prevented any internal investigation of data issues, forcing the team to rely on third party analysis.
UBM strived for greater analysis of their campaigns and also wanted to improve the current integration with legacy platforms, such as email marketing, so that campaigns could be monitored better and the results could be analysed internally.
Rob Waller, Head of Data, UBM EMEA explains,
“One of the reasons UBM EMEA acquires companies is to gain access to the data pool and support effective cross-selling between business audiences. It is really important to provide marketers across the group with access to those different audiences - in a controlled manner.”
UBM EMEA needed a flexible Single Customer View that would:
- Improve data quality and data depth
- Maintain control over data permission
- Ensure each brand keep ownership of their customer information
Specialising in B2B data, the team of Blue Sheep engineers developed a solution that supports the data insight and marketing activity of UBM EMEA, has daily updates and safeguards customer information.
Using the newly developed solution has resulted in a great improvement in UBM’s data quality, has added industry validation and suppression tools and has enhanced UBM’s data using Blue Sheep’s UK Business Universe® product. Thanks to multiple data feeds from its internal and supplier systems and a number of APIs to integrate their key systems, UBM EMEA has achieved greater customer segmentation and insight to support its marketing activity.
Waller summarises the impact the solution has had, “Blue Sheep has provided a platform to support UBM EMEA’s on- going business expansion.”
To read the full UBM case study and discover how a Single Customer View solution can increase efficiency, save time and improve brand engagement click here.