October 28, 2009
20:20 Dialogue was Highly Commended at the 2009 Data Strategy Awards. The winners and runners-up in the hotly contested in the “Best Use of Data for a Financial Product” category were announced at a gala dinner last week.
The category "attracted a very high standard of entries" and recognised the most effective data strategy for a loan, mortgage, credit card, insurance policy, savings and investment product, or share dealing. Relevant activities included prospect marketing, customer retention, risk and fraud management and data and channel management. The 2009 judging panel was clearly impressed by 20:20 Dialogue's My Holiday Countdown programme, which tripled sales of Thomas Cook Financial Services products.
The campaign, created by 20:20 Dialogue and 20:20 Agency, is a dynamic programme of highly personalised and targeted marketing activity, designed to drive sales in the run up to a customer's holiday.
Digital Brain brought together online and offline insight, in real-time, to create highly relevant and timely communications and drive sales of the Thomas Cook Credit Card, Holiday Insurance, Foreign Exchange, Airport Parking and Airport Lounge access. Sales of these products tripled over the campaign period, compared with a control group. Cross-sales of the credit card increased 9.5 times.
The Data Strategy Awards seek to reward "companies who do the things everybody talks about doing, yet so few actually do. Intelligent customer management, evidence-based decision making, data-driven business activity."