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Proven, Cost Effective Marketing Automation from Identex Means ‘La Vie Est Belle’ For Citroën

Identex, a specialist in customer management and marketing automation solutions, today announced that the major automotive manufacturer, Citroën UK has turned to Identex to play an integral role in the UK launch of the Citroën C3 ‘supermini’. Identex is tasked with helping the planning and the execution of national multi-channel direct marketing campaign strategies, including the creation of a ‘Prospect Pool’ to support marketing initiatives across it’s UK dealerships.

Proven success with the launch of the Citroën Xsara Picasso and the Citroën C5, has resulted in the campaign management tool Identex Campaigner being deployed on the Identex hosted customer and prospect database, to plan, execute, manage and analyse outbound direct marketing campaigns on a national level. Citroën UK has also invested in the new Identex email campaign service to create and implement highly targeted email campaigns as part of a multi-channel marketing strategy.

Marketing Director at Citroen UK, Mike Ibbett comments; “The first national campaign involved the offer of an incentivised test drive of the new C3. Working with Identex helps to ensures that the co-ordination of complex marketing strategies involved in the launch of new models is quicker, more accurate and cost effective.”

To support its dealerships the Identex Data Strategy Unit (DSU), a new expert division set up to measure and evaluate the usage of customer data to maximise ROI, conducted a profiling exercise to create a dealer ‘Prospect Pool’. “The Prospect Pool provides dealers with ‘hot leads’ to target with marketing initiatives on a local basis,” concludes Ibbett.

Data held in the ‘Prospect Pool’ is tightly co-ordinated with the information contained in the centralised marketing database therefore prospects do not receive inappropriate or duplicate mailings.

Divisional Managing Director of Identex, Tim Pottinger comments; “Identex has been working with Citroen’s customer marketing programme for over two years and it’s particularly exciting to see our role evolve. Our data strategy unit analysts are working closer than ever on the marketing database, and through the addition of on-line media we are able to offer this new responsive ‘touch point’ to Citroen’s prospect and customers.”

About Identex

Identex is a specialist in the customer management and marketing automation market. For over 30 years the company has implemented, integrated and managed software to enable companies to intelligently use customer information to increase profits and reduce costs.
The company focuses on strategic business areas that include all key aspects of marketing communications: campaign management, database management, global information management, digital technology, analytics and consultancy.

Identex has alliances with market leaders that have complementary technologies and skills to contribute to the success of Identex's customers. These partners include Alterian; Business Objects; EuroDirect; Firstlogic; smartFOCUS and Zalpha.

Identex's parent company is a division of the Omnicom Group, the world's leading marketing and corporate communications company with 2000 revenues of over $435m.

Headquartered in Crawley, West Sussex, with offices in Bristol and Leeds Identex's 130 UK-based customers include Citroën UK, Abbey National (Inscape), AOL, British Airways, Cornhill Insurance, John Lewis Partnership and Royal & Sun Alliance.

Further information is available at http://www.identex.co.uk


Editor's Contacts

Interviews, photography and further information are available from Graham Thatcher or Juliette Doel at MCC International.

Graham Thatcher/Juliette Doel

MCC International Ltd

Tel: 01962 888100

Email: graham.thatcher@mccint.com

Email: juliette.doel@mccint.com



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