Precision Marketing: 29 Feb 2008. Gemma Hummerston
Oxfam GB is overhauling its database to provide the charity with a completely integrated single supporter view, and enable its marketing and campaign teams to get hands-on with core data.
The charity will use DataSalon’s MasterVision tool to segment and analyse its data, whilst working alongside databases for supporters, campaigners, e-commerce and donations to create a single view across all of these systems.
The single supporter view will further drive supporter insight, enable more highly targeted communications and lead to increased revenues, as well as major internal efficiencies which will see marketing staff able to work directly with supporter data themselves.
Oxfam GB head of business support Sioned Jones says: “This will put a much wider group of people directly in touch with our data and encourage lots of creative marketing with plenty of opportunities to increase revenue.”
DataSalon marketing director Jillian Monahan adds: “We are extremely pleased to be working with Oxfam to provide a truly user-friendly view onto their huge resource of existing supporter data.”
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