Keycamp and Eurocamp analysis case study
Camping holiday specialists Keycamp and Eurocamp engaged 20:20 Dialogue to evaluate and enhance their direct marketing strategies. We performed investigative analysis on the organisations' combined databases, to identify and implement improvements to their current contact strategies.
The two companies, both part of Holidaybreak plc's Camping Division, had previously used their databases in isolation. A valuable opportunity existed to share and cross-reference data, and to examine in unison the individual mailing programmes of each brand to identify and capitalise on efficiencies.
20:20 Dialogue analysed the two databases to detect key relationships in the data, to develop ways to significantly reduce management and operating costs while increasing revenue; ultimately improving the effectiveness of mailing activities to customers and prospects.
Neil Makinson, Marketing Planning and Development Manager for Holidaybreak Camping Division commented:
"20:20 Dialogue impressed us with its pragmatic and results-driven approach. Its focus on identifying and harnessing the right data for commercial gain is second to none, and with 20:20 Dialogue's support we feel confident that we'll be able to extend our customer/prospect universe from one defined simply by recency and frequency into a more comprehensive and commercially valuable resource."