Everest is continuing to ramp up its offensive against home improvement rival Anglian by implementing a new CRM and data management platform to maximise return on investment across its digital marketing spend and contact centre and field operations.
The company has handed the brief to Anaylin, the consultancy run by the “three data amigos” of Nigel Grimes, Jonathan Plowden Roberts and Neal Rimay-Muranyi, who between them have nearly 70 years’ industry experience – both client and agency side.
Last year, Everest launched its Rewind Pricing initiative, offering some products at prices that go back as far as 1991, backed by a TV campaign fronted by sports presenter Craig Doyle (pictured).
It is now looking to underpin this strategy with a more effective and efficient use of its customer and prospect data.
Anaylin has been tasked to work alongside Everest’s other marketing partners to drive increased efficiencies across acquisition, cross and upsells.
MBA has been Everest’s ad agency since 2007 and picked up its direct marketing account in 2011. But the brand – still remembered for the Seventies ad campaign fronted by former Derbyshire farmer Ted Moult – recently hired Anglian’s agency All Response Media to run its planning and buying account. It also brought in Tug to run digital marketing.
These changes have been driven by marketing director Martin Troughton, the former DM agency chief who switched from Anglian to Everest in July 2015.
He said: “The team at Anaylin combines incredible insight with a flexible and responsive approach. They are a rare mix of great intelligence and practical delivery. From the initial scoping through to delivery of the systems, they’ve exceeded our expectations, meaning our data-led marketing activities are ahead of schedule and delivering immediate tangible results for the business.
“They can talk the talk but most importantly walk the walk. Anaylin give us access to great insight together with their practical experience to ensure we make the most of our data, insight and digital opportunities.”
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