SmartDM, University Expand CRM Relationship

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SmartDM has built and will maintain a data warehouse for the Arizona State University athletic department using its proprietary technology DirectTR@K, the Nashville, TN, company said yesterday.

SmartDM also will provide ASU with an e-mail delivery system housed on the same platform.

ASU will use SmartDM's CRM solutions to increase ticket sales, fan affinity and involvement through its loyalty program, Devil's Domain.

By combining all of ASU's athletic data into one data warehouse and integrating it with ticketing data from ASU's ticketing system, the university will target segments of data based on customers' preferences and ticket purchasing history for e-mail, direct mail and telephone campaigns.

ASU and SmartDM also will work with New Tier Inc., Scottsdale, AZ, to develop a multimedia product that lets ASU gather customer data by having customers sign up to receive audio/video highlights and screensavers. The collected data will be integrated into DirectTR@K.

Other sports clients using DirectTR@K include the NHL's Nashville Predators, Columbus Blue Jackets and Colorado Avalanche; the NBA's Denver Nuggets; and the Vanderbilt (University) Commodores.

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