British Airways Picks Prime Response

Share this article:
British Airways has announced that Prime Response, Boston, and its marketing automation software Prime Vantage will handle its first customer marketing campaign delivered through Ocean Wave, British Airways' largest ever database project. Prime Vantage will manage all customer communications held on the database.


Ocean Wave is replacing more than twenty globally-distributed databases, giving British Airways a single view of all its customers at any one time. British Airways will use Prime Vantage to contact its customers through mail, a call center and the Web. Ocean Wave is a phased program, the first of which was completed this month and is a database of 5 million customers, including Executive Club members.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Epicor to Acquire Analytics Provider QuantiSense

Epicor to Acquire Analytics Provider QuantiSense

Retail solutions provider seeks to up its data analytics game for large and midsized retailers.

One Third of Companies Fail to Measure Data Quality ROI

One Third of Companies Fail to Measure Data ...

Twenty percent of companies assume their data quality tools pay off, while another 10% doesn't monitor ROI at all.

Ensighten and Anametrix Unite in an Open Relationship

Ensighten and Anametrix Unite in an Open Relationship

Ensighten's purchase of the analytics company is about giving ultimate ownership of data to marketers, says CEO Josh Manion.