Wolves signs new data strike-force

Championship football club Wolverhampton Wanderers is attempting to replicate its on-field revival by overhauling its direct and data marketing strategies.
On the pitch, Wolves is attempting to secure back to back promotions, having moved up from League One last year. Three seasons ago the club was in the Premiership.
To build stronger links with its fanbase, Wolves has appointed data management firm CCR as its preferred data cleansing supplier and is amongst the first to use CCR’s new data cleansing and enrichment solution, Adam.
Adam was launched onto the market last month following successful trials and is claimed to be the first product of its kind in the UK to include both Equifax and Experian new address data as well as data enrichment solutions such as factual wealth information and Facebook data.
Wolves has been investing in data for several years and, in that time, has seen a dramatic increase in the size of its database and the value of its data records.
Through extensive data analysis it has introduced products that have created new revenue streams, grown existing ones and delivered measurable commercial gain. CCR’s appointment will further enhance the effectiveness of the club’s data-led marketing strategy.
Through the use of Adam, Wolves will be able to deduplicate files, update movers’ addresses, flag deceased records and screen for goneaways. There will also be the potential to enhance its database by appending wealth indicators, social media interests, lifestyle and demographic data as well as telephone and email details.
CCR’s team will help Wolves with each campaign, advising on which aspects of Adam are required (depending on the data and campaign objectives), checking the data as it is input and quality-checking the data output before delivering it back to the client.
Wolves marketing manager Laura Gabbidon said: “Having a clean and accurate database is an essential foundation for evolving and delivering our supporter development strategy.
“Adam will play an essential role in this, with CCR already having drilled down into our data and objectives to provide us with an in depth view of our core data issues and the opportunities we have across different segments of our database. We’re confident that this insightful and measured approach will help us to improve the return on investment of our direct marketing campaigns.”