HarperCollins Publishing, one of the world’s largest book publishers whose titles include Lord of the Rings and Wuthering Heights, is aiming to build stronger relationships with its customers by implementing a new marketing platform.
The publisher has chosen AgilOne’s cloud-based predictive marketing system, which gathers and analyses customer data to provide insight and predictive analytics.
AgilOne’s platform will collect data from multiple sources in the UK and US, including online shopping channels, and a range of marketing activities to gain a single view of individual customers, as well as trend and prediction analysis across different regions.
Based on a data-science approach, AgilOne claims to make customer data clean and “smart” before recommending what immediate actions to take to increase revenue. HarperCollins will use the information gained through the platform to make real-time marketing decisions.
HarperCollins UK group director of strategy and digital said: “AgilOne will allow us to create more personalised, relevant experiences for our readers across the huge variety of titles that we publish. It is a vital addition to our technology stack as we become increasingly focused on helping readers find the right books for them.”
AgilOne chief executive Omer Artun added: “HarperCollins recognises that we are in the middle of digital revolution, which has given companies the opportunity to use data and predictive marketing tools to build stronger relationships with their customers. We are delighted they have chosen our platform for this, both in the US and UK.”
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HarperCollins picks @AgilOne to boost customer data strategy http://t.co/HUzgqT2sWS #directmarketing #data #digitalmarketing #CRM #analytics