Betfair engages with marketing information company

The UK database marketing group CDMS has adopted the branding of Transactis, a pioneer in the marketing discipline that it acquired less than a year ago….and among its impressive clients is online gambling giant Betfair.
Customer insight and database management are among the CDMS services that have been blended with the powerful transactional data provided by Transatis. The merger of the two operations combines complementary services and assets to bring together the scale and range of secure database marketing capabilities that CDMS has established – it handles 1.5 percent of all UK mail and 7 percent of all B2C mail – with the retail transaction data pool Transactis has built through the 160 home-shopping and online brands that make up its membership.
Clients of the new Transactis include Nationwide, Betfair, HM Revenue and Customs, Damart and Shop Direct Group, and the combined services offered to marketers includes:
•Insight based on transactional data
•Transactional prospect data
•Innovative technology
•Data and database management
•Graphics, image management and catalogue production
•Bills, statements and customer communications
•Campaign management
•Campaign execution
David Steele will helm the new Transactis’ development as chief executive of the merged business. Steele joined CDMS in June 2009, and has 15 years experience in customer loyalty, relationship marketing, consumer insight and retail data as a senior executive at Dunnhumby.
Steele explained the motivation behind the latest moves this week, saying: “Our services are geared towards turning clients’ transactional data into actionable insight, and then using that understanding to enable clients to set customer strategies, deliver engaging communication and drive business profitability.
“In an age of greater personalisation, one-to-one communication and multiple contact touch-points, we are aligning our staff and resources to meet these changes and provide dynamic marketing solutions.”
Chris Morris, the former managing director of Transactis who launched the company in 2004, will remain with the business as a non-executive director and a key advisor.

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