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VW Fleet

Volkswagen (VW) Fleet Services operates a large, centralised database of customers and prospect fleet business users in the UK. They needed this database to tie up customer information from local VW Dealers and nationwide exhibitions to remove the risk of duplicated marketing efforts. Send One View provided a joined up overview, making the necessary records easily accessible. This has since been the basis for a number of successful direct mail campaigns.

Challenge

The VW Fleet Services database needed to link to data supplied by the VW dealer network, as well as to data lists produced at a series of driver-days and fleet exhibitions – but it didn’t. Without a single view of the prospect data, there was a risk of duplicating marketing activity or missing large numbers of prospects from promotional activity.

Solution

The Send OneView single database quickly rounded up all of VW Fleet’s various data sources into a single view. Address lists were cleaned and reformatted to allow for comparison and accumulation, and value-adding details such as business classification, number of employees and turnover were appended from external business data sources.

Result

Our database management system made identifying and removing duplicates, supplementing missing details and enhancing contacts simple. The resulting new and improved data file was used to carry out a range of effective direct marketing campaigns.