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Background

Targeting the right people is critical to the success of any telemarketing campaign. The problem is how to do it effectively day in, day out. This is the challenge facing CORGI Services Ltd, a leading supplier to the heating, plumbing and renewables industry with an unparalleled range of products and services to support the professional trades person and the consumer.

Objectives

CORGI enters into licensing agreements with approved businesses within the heating, plumbing and renewable energy industry in Great Britain. The agreements allow licensees to use the strong CORGI brand to promote their expertise to the trades and consumers. CORGI must ensure that all its customers’ records are accurate and constantly kept up to date to maximize the success of its ongoing marketing campaigns.

What we did 

CORGI approached Marketscan via word of mouth recommendation. Initial consultations revealed CORGI had two main needs: to merge several existing data sets into one file, and to enhance this data on an on going basis. Marketscan merged and de-duplicated the data sets, checking addresses against PAF (Postcode Address File), matched CORGI’s data against its own highly sophisticated business database (Megabase™) and appended telephone numbers where a match was identified.

Once the de-duplication was complete, Marketscan produced a Market Penetration Report highlighting the top 10 industry sectors within CORGI’s existing records. Through its Telephone Generator package, the data specialist provided access to an online selection tool. This allows CORGI to select and download data straight from Marketscan’s website in small files when needed.

Client benefits

Data management can often seem unfathomable. Marketscan makes it seem easy. Caitriona Deakin, Commercial Director of CORGI Services Ltd, said the ability to explain the process clearly, coupled with a highly responsive approach, has been an important factor in the success of the collaboration so far. "It was a complete unknown entity, but Marketscan talked me through the detail. Our account manager has a very nice style. He’s one of those people who are consistent so I would use this company again. I would highly recommend them." Commenting on the ongoing data enhancement, she added: "CORGI’s businesses will benefit hugely."

Solutions used

Data purchase and cleansing
Market penetration report
Ongoing data enhancement