Anaylin, the digital and data consultancy set up by a trio of leading figures in the insight industry, has delivered an analytics and CRM programme to enable publishing house Real Response Media to make sense of its data and provide a platform from which to drive customer value.
The start-up was launched last September by Nigel Grimes, Jonathan Plowden Roberts and Neal Rimay-Muranyi, who have a combined 65 years’ industry experience – both client and agency side – to “bring sense and value to data”.
Real Response Media, the venture set up by former Haymarket publisher Chris Pitchford, has both B2C and B2B magazines and websites focused in the luxury travel sector; its titles include World of Cruising, Destination Guides and Cruise Trade News.
It briefed Anaylin to implement a new CRM system which would enable it to manage subscriptions, access prospects data for marketing campaigns, handle goneaway data and other suppressions, as well as ensuring data hygiene.
Real Response Media marketing director Peter Grant said Anaylin’s solution has solved these issues “and many more”.
He said the subscription management tool handles subs from multiple channels and is integrated with the firm’s e-commerce systems. “From a customer services point of view, we can access individual records quickly via our CRM interface while we are talking directly to our subscribers enabling us to know when they subscribed, how they subscribed, how much they paid and when they are due for renewal. The reporting suite enables us to run instant reports on forward liability, revenue per issue, campaign performance stats and much more.”
The consultancy has also boosted the publisher’s customer database, so it now holds all prospect data, along with demographic information.
“All in all, Anaylin’s CRM solution has given us the freedom and flexibility to fully utilise our customer data to grow our business, while also delivering an operationally strong data management system. From a publisher’s perspective their solutions are ideal if you have a subscription base to manage.”
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