Mazda invests in data pool with EHS Brann Discovery

by Julia Pearlman, Brand Republic 31-Jan-06, 07:30

LONDON - Mazda Motors UK has appointed EHS Brann Discovery to develop its first prospect pool for use by dealers and Mazda's central marketing team.

EHS Brann Discovery has used Mazda's data resources to develop a 13m-strong pool, offering a single customer view that can be segmented to determine levels of loyalty among its database.

This will include not only the amount of money spent by a customer but also overall interaction with the Mazda brand such as visits to the website and contact with showroom staff.

The data will be used for more highly targeted marketing campaigns in the future.

Dan Brown, CRM manager at Mazda, said: "We are committed to constantly improving the way we communicate with our customers."

Tash Whitmey, client services director at EHS Brann Discovery, said: "Data should be at the heart of any marketing strategy, and techniques such as segmentation and creating a single customer view can go a long way towards maximising the customer experience.

"It's great to see a company like Mazda making the most of the huge data resources at its disposal and using the resulting insights as part of its overall business strategy."

In December, Mazda revealed plans to launch an online "Zoom Zoom Experiences" project, which will integrate all marketing activity with a new branded broadcast channel website.

Future marketing campaigns, such as Mazda's sponsorship of the gay pride festival in Brighton, will help direct traffic to the site, which was developed by digital agency Syzygy.

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