Blackburn Rovers uses HelpIT for database work

by Daniel Farey-Jones, Brand Republic 13-Jul-06, 07:30

LONDON - Blackburn Rovers Football Club has bought a range of database software from HelpIT to help it improve its targeting of marketing to fans.

The club has selected HelpIT's MatchIT suite, which includes modules for de-duplication, suppression and Mailsort, plus Equifax's goneaway services disConnect and reConnect to integrate with its databases and CRM systems.

It will purge duplicate records from its database of more than 300,000 fans and will combine ticket buyers living at the same address to avoid directly targeting children by mailing their parents instead.

Graham Maher, marketing analyst at Blackburn Rovers, said: "MatchIT captures the highest number of database matches of any data-cleansing solution I have tried. It has already enabled 10,000 duplicated records to be identified, which will save us £4,000 on each mailing in postage costs alone."

The club is planning to use HelpIT's analytics tool SegmentIT to profile fans by criteria such as type of ticket bought, number of games attended and type of merchandise purchased.

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