Baseball Team Hires SmartDM as Data Manager

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SmartDM signed a contract with the Texas Rangers to provide data management services through its proprietary data management technology, DirectTR@K, the Nashville, TN, direct marketing firm said yesterday.

DirectTR@K will serve as a single-source solution for the Major League Baseball team's data warehousing, data consolidation and contact management needs.

Using DirectTR@K, SmartDM will consolidate all Rangers' customer data into one marketing warehouse, combining different types of data files in multiple formats. Along with warehousing the basic data, the system will receive regular data feeds from SmartDM and the Rangers are working with on the potential direct integration of customer data from the ticketing database.

SmartDM's contact management tool lets Rangers sales and account executives view detailed customer information including purchasing history. DirectTR@K also allows segmentation of the Texas Rangers' data for specific targeted mail campaigns.

SmartDM will provide direct mail support. From the same DirectTR@K platform, the club will have the potential to send HTML e-mail.

The Rangers join SmartDM's growing list of sports clients, which includes the college programs at Arizona State University and Vanderbilt; the NHL's Columbus Blue Jackets, Colorado Avalanche and Nashville Predators; and the NBA's Denver Nuggets.


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