Postbank Uses Data Distilleries' CRM Software

Postbank is going to simplify its database marketing processes and optimize the selection of customer segments for direct mail campaigns using Data Distilleries' Analytical Customer Relationship Management (CRM) software. This will enable Postbank to approach its customers better targeted.

Postbank, a subsidiary of ING Group and a leading Dutch financial institution, is presently building a new, integrated system for database marketing campaigns. Data Distilleries' software will run in this system together with Vantage, the campaign management software built by Prime Response. Using the new system, database marketers at Postbank will be at the cutting edge of customer segment definition for direct mail campaigns. They will be able to generate customer information without continually having to consult analysts and exchange files. This will shorten the database marketing process considerably.

By filtering the most valuable prospects from the customer database, the waste from direct mail campaigns can be significantly reduced. Data Distilleries' software analyzes large amounts of customer data and defines which segments of a customer database can best be approached via direct mail. It also calculates the probability of these customers buying the products offered.

From now on, Postbank will evaluate the response to campaigns with Data Distilleries' software and will use this information for new campaigns. This results in a "closed loop" marketing process which contributes to the customer-oriented approach that Postbank strives for. "In our database marketing process, we use the output of one campaign as the input for the next. This helps us to approach our customers more directly and to offer them increasingly better service. Until now this was an extremely elaborate process. However, with Data Distilleries' software, large-scale application is now within reach. Our customers will profit from that," says Herman Huizinga, head of Database Marketing at Postbank.

All customer information is accessible to the marketers via a central database. This system can be extended in the future and the profiles that have been generated can also be used for other marketing channels. Data Distilleries' software has an open architecture that supports XML, SQL and Java, so that customer interactions can also be personalized via channels such as Websites and call centers.

About Data Distilleries

Data Distilleries is one of Europe's leading suppliers of innovative Analytical Customer Relationship Management solutions. This software enables organizations to distil knowledge from sizeable customer databases which would remain hidden with conventional techniques. By integrating Data Distilleries' Analytical CRM software into operational CRM systems, organizations can use the discovered patterns in customer behavior which are detected to communicate with customers 1-to-1, across all channels. Websites and call centers can respond to the behavior and needs of the customer in real time and online. In this manner organizations can optimize their sales and marketing processes and achieve actual personalized marketing. Data Distilleries' customer base includes leading organizations, like Reaal Insurances, Spaarbeleg (Aegon) and CenterParcs. Data Distilleries has forged partnerships with market leaders in the area of CRM and e-business, such as Siebel Systems, Aims Software, Prime Response and BroadVision.

For sales or marketing information contact Data Distilleries B.V. Kruislaan 402, 1098 SM Amsterdam, the Netherlands, T +31 20 562 0020, F +31 20 562 0030 www.datadistilleries.com, info@datadistilleries.com.