Case

Marketing database for 360º customer view

RAI Amsterdam organises and facilitates congresses, trade fairs and events. In 2006, the information about the visitors of the organisation’s own exhibition titles was present in fragmented form.  Each event had its own database containing visitor details but there was no link.

Linking to data sources

In 2006, RAI Amsterdam started looking for a supplier that would be able to collect all the customer  information that was spread throughout the organisation to set up a 360° customer view. With a clear customer view, RAI Amsterdam is able to reveal any overlap between visitors and exhibitors and  between visitors and events. It also puts the organisation in a better position to conduct targeted marketing campaigns.

“2bMore tackles projects quickly and makes sure they are completed on time. Thanks to their vast experience and professional expertise with data environments, we are able to count on the solution meeting our requirements perfectly.”

In three months’ time, 2bMore set up its web-based solution, Ternair Marketing. Links to various systems were created in Ternair. Customers are automatically recognised through fuzzy matching then normalised and merged.  This creates a “golden record” in which all data for each customer is organised.

The marketing database is the central environment in which the facts and the behaviour of all customers come together. The system forms the basis of RAI Amsterdam’s outbound and inbound marketing.

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