Escorted tours specialist operator Page & Moy Travel group is creating a new marketing database to improve the way it manages it campaigns.
Marketing software from specialist supplier smartFOCUS has been brought in to increase customer insight and targeting to deliver stronger campaigns.
Improved database maintenance will help drive cost reduction, increase response rates and accelerate return on investment, the parent company of Travelsphere, Page & Moy and Just You claimed.
The operating group’s sales and marketing director Nathan Philpot said: “We needed a clean break from our complex legacy system and its ongoing time and financial costs.
“Now smartFOCUS will free our time and expertise and allow us to reap all the benefits of a truly multi-channel business, including increased customer insight across all channels, higher response rates and the ability to fine-tune and maximise the impact of all our campaigns.
“It will also allow our marketing database team to focus on customer insight and to use its expertise on analytics and enhancing our campaigns, not wrestling with unwieldy data tables.”
He added: “The combination of the smartFOCUS offering and its client services means we don’t need to use expensive consultants anymore – our marketing and database teams will be self-sufficient.”