Kellogg has signed a global CRM deal with US marketing giant Epsilon, joining the likes of M&S, Barclays Bank and Hilton Worldwide, which already use the firm’s consumer insight and email services.
Epsilon is to build and host a global realtime consumer Web portal and CRM database, enabling Kellogg to establish a regular dialogue with its customers in North America, Latin America, Europe and Asia Pacific.
The scheme will help Kellogg marketers analyse customer behaviour, and design and execute marketing programmes via email, Web and mobile executions.
An Epsilon spokesman said: “We will build a centralised repository that includes surveys consumers have answered in the past, coupons they’ve redeemed, transactional data, promotions and offers redeemed, and we’ll be able to data-mine, model, report, design and execute campaigns.”
Earlier this year, Epsilon hit the headlines after a major data breach at its HQ sparked fears of customers being bombared with spam emails. Mothercare and M&S were among 50 brands worldwide that were hit, and were forced to warn customers.
At the time, Epilson claimed only 2% of its 2,500 clients were at risk but strenuously denied UK firms were affected.
Related stories:
Mothercare warns of spam attack
M&S caught in Epsilon breach
