Jaywing has strengthened its grip on the account for BrightHouse, the largest rent-to-own company in the UK, by being appointed to develop a database to manage its customer and prospect campaign activity.
Jaywing has already built a single customer view – combining transactional and application data – to enable BrightHouse to manage its credit risk operation; it will now bring together all elements of the firm’s database activity to ensure marketing and credit and risk are working and reporting from the same single customer view datasets.
The development project will allow internal teams across BrightHouse to create and manage multi-channel CRM campaigns and provide detailed campaign response reporting. On an ongoing basis, the Jaywing team will support the data management of the databases and provide marketing insight, analysis and consulting services.
BrightHouse director of marketing Andrew Smith said: “BrightHouse is built around a deep understanding of its customers, and so how we collect and analyse data is vital to the success of the business. I’m confident this partnership with Jaywing will help us to be even more effective in tailoring our services to meet our customers’ needs.”
Jaywing managing director of consulting Adrian Lingard added: “This rich data asset will deliver to BrightHouse a single customer view, meeting the needs of both marketing and credit and risk, and enabling timely business actions to be taken. We look forward to continuing our successful partnership with BrightHouse.”
Last week, Jaywing bought search marketing specialist Epiphany for £12m, in a deal which could rise to £18m if buy-out targets are met.
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