CDMS Scoops Another Award at Data Strategy Awards 2008


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Intelligent communications specialist CDMS won its second award of the season when it scooped the “Best Data Quality Service/Initiative” award for its work with global online betting exchange Betfair. The results were announced at a ceremony on Tuesday 23rd October, which took place at The Royal Lancaster Hotel in London’s Lancaster Terrace.

CDMS’ award-winning campaign focused on the implementation and management of a Single Customer View (SCV), as well as the provision of ongoing campaign planning and analytics. The work was aimed at the delivery of multi-channel campaigns within 48 hours.

In appraising the “Best Data Quality Service/Initiative” category, the judges were looking for a campaign that used technology, people, and/or processes to advance the quality of customer or prospect data. The winning campaign needed to show that it worked hard to ensure that customer data was used intelligently and creatively to ensure a positive return on investment. CDMS’ “Using Better Data to Grow an Online Betting Business” proved to be just that kind of project.

“Good customer data is the foundation of any successful direct marketing campaign but it is vital to remember that there are many elements to creating a SCV that is of value to the entire organisation,” commented Chris Brooks, CDMS Sales & Marketing Director. “In addition to creating a comprehensive SCV, we needed to ensure that our specialist team and bespoke applications support the fast-moving nature of an online betting business, and moreover one that is continually growing. We have worked hard to develop a real partnership with Betfair, understanding the needs of their business and of their customers, and we are extremely pleased that our efforts have been recognised by the industry.”

Antony Lea, Senior Marketing Manager at Betfair added, “From the initial stages of this project we were impressed by CDMS’ dedication and flexibility. They are leaders in their field but they were always prepared to listen to our opinions and ideas. We work in an industry that requires extreme attention to detail and we often work to tight deadlines, but CDMS really rose to the challenge. I am definitely proud of the work that we have done together.”

In addition to winning the Data Strategy Award and being ‘Highly Commended’ in the Leisure category at the October ceremony, CDMS and Betfair also triumphed at the Connect Awards in September, winning the Best Strategic Partnership accolade.

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