Datamart for Hanover Group

The challenge

The Hanover Group is made up of five different finance companies, each with their own investor customers, CRM and financial database.  Each database holds a wealth of customer information, but the information could not be used to its full potential.  The Hanover Group knew the companies had crossover of customers, but didn’t know how many and what their characteristics were.

The solution

Datamine built a datamart, which merged, profiled and compared the customers between the Hanover Group companies, providing them with a single customer view and the ability to carry out data driven marketing initiatives more effectively and easily.

The result

“One of the most valuable insights we have gained is an understanding of our customer’s value and potential value. We knew that some customers were ‘low value’ yet we were treating them the same as our ‘high value’ customers. Through profiling we can now determine which customers we can afford to offer something special to and which customers we can minimise our marketing expenditure on. Our marketing campaigns now aim to be carried out in less time, at a reduced cost and continually aiming to achieve increased ROI.” - Brandon Foster, Hanover Group