View360 is a marketing solution that, combines a browser-based marketing database and a process which consolidates information about customers from disparate systems. A project initiated by The Economist Group, View360 for the first time provides the Group with access to the “single view” of its customers right across products, services, and websites. Within just the first year of implementation, it has generated revenue from increased cross-sell and up-sell activities - in fact customers targeted through these types of activities generate 30% more orders. View360 has broadened customer knowledge throughout the Group’s marketing and sales departments, and delivered considerable savings and efficiency gains.

Key objectives of a group customer database

• Increase long-term profits and customer value
• Understand synergies amongst customers across all business units
• Maximise marketing and sales initiatives
• Improve knowledge and understanding about the customers
• Achieve marketing efficiencies

Files for Download

• View 360 Architecture Overview
• View 360 System Architecture
• View 360 information sheet

Development model
One of the strengths of View360 is that it has been developed by a marketer for marketers. We have combined an alliance of experts in their own distinct fields - marketing, data, and software development to bring you this holistic marketing solution:

Our partners are:

The Economist Group - Initiator of the View360 solution, providing advice on selling the project internally, getting the most out of your data from a marketing perspective, and measuring the ROI.

Adare Intellidata Ltd – data integrator/manager of all processes and programmes required for the integration and de-duplication of multiple data files for the first build, as well as all subsequent updates to the data.

Summary of key features

• A browser-based marketing database
• A process for consolidating customer information from different systems with minimal impact on those systems
• Desktop access to the single view of the customer, allowing marketing and sales staff to prospect, make selections, and output data easily
• Automated management of customer’s data privacy flags for campaigns to ensure compliance with local laws, tailored to various marketing channels and media
• Seamless management of sharing data and customers across divisions and brands using View360’s “business unit permission” functionality
• Integration with a “fast counts” tool for data mining and analysis
• Manage and share information about campaigns over the web
• Control customer contact frequency by applying automated filters based on selected criteria across business units, products, or media
• Amend records online, flag duplicates which slipped through the de-duplication process, enter customer and order details online
• Group records into their corporate entities for a snapshot view of corporate purchases
• In-house list rental and swaps management
  

Key benefits

• Substantially reduced risk of project failure and cost over-runs
• A solution developed by marketers for marketers and therefore a quicker route to user acceptance
• A solution and infrastructure which provides a platform for future development
• Access to The Economist Group's database marketing knowledge bank including processes, data business rules, tables, software, reports, and more
  

Commercial benefits achieved so far for The Economist Group

• Over 45% savings on annual third party bureaux costs – through duplicate elimination and cross-fertilisation of records and data
• Analysis showed that customers contacted on the Group database generate an average of 30% more orders than those that are not contacted and a
  4% monthly increase in customer activity across business units
• Faster time to market – sharing data for campaigns has dropped from an average of two weeks to two hours
• Protecting the company from data privacy litigation and ensuring customers’ preferences are adhered to across all touch points
  

Strategic marketing and sales benefits

• Ability to measure and understand the value of total corporate purchases across brands, services, and corporate sites
• Ability to implement contact strategies based on a customer’s activity across the Group
• Understanding where there are no cross-sell or up-sell opportunities and therefore knowing what marketing activities would be wasted or create minimal value

Contact us to find out more about View 360.