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:
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Harvard Prof: Marketers Need to Step Up Their Predictive Abilities

Harvard Prof: Marketers Need to Step Up Their ...

Statistics expert Edo Airoldi says data must be paired with predictive analytics before marketers can truly forecast customer behavior.

The (Marketer's) TV Guide

The (Marketer's) TV Guide

Public broadcasting station WGBH in Boston cleans up its dirty data and boosts donations.

Acxiom Mobilizes and Socializes SMBs

Acxiom Mobilizes and Socializes SMBs

MyAcxiomPartner.com enables simple campaigns for social and mobile channels.