Drayson Technologies has appointed Anaylin – the digital and data consultancy set up by a trio of leading figures in the insight industry – to handle a major data project for CleanSpace, the scheme that monitors air quality and encourages people to choose cleaner ways to travel.
Available on Android and iOS, the app aims to improve air quality by providing people with personalised information about levels of air pollution around them and incentives to join a movement for cleaner air.
In September, the London-based tech company – led by Lord Paul Drayson – appointed five agencies to the marketing account, including MRM Meteorite, MC&C and Eulogy.
It has now briefed Anaylin to build a customer and analytical database and communications platform for members of the scheme.
The consultancy 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”.
Anaylin has integrated with Drayson Technologies’ existing cloud and mobile platform, providing a CRM database with analytical capabilities. Anaylin’s platform enables CleanSpace to proactively and reactively respond to its members in realtime. The entire platform was built and integrated by Anaylin in less than one month.
The platform uses FastStats technology developed by Apteco, which offers targeting, visualisation and insight tools designed to optimise and enhance marketing campaigns. FastStats Discoverer will help identify customer behaviour and segments as well as changes over time with their interaction and use of the app.
Also employed is Apteco’s campaign management and automation tool, FastStats PeopleStage which triggers communication to the app users.
Lord Drayson said: “As our movement grows in numbers, we want to build an ever closer relationship with our members and keep them engaged with the cause. With Anaylin’s platform we can do just that.
“We are continuing to encourage behavioural changes that support our mission to improve the quality of the air we all breathe. We’re pleased to work with organisations that share our vision and that keep the CleanSpace movement going from strength to strength.”
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