British Airways Picks Prime Response

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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.

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