Intrinsic has won a £670,000 ($972,141) five-year contract with the UK’s largest motor insurer, Direct Line, to provide enterprise marketing automation software and consultancy.
Intrinsic’s consultants will advise Direct Line on the design of its customer database, to optimise it for Intrinsic’s software and to make it more usable for the insurer’s marketers.
Jim Wallace, marketing director at Direct Line, commented: “We expect planning and execution of campaigns to be five times quicker with Intrinsic’s solution: a reduction in time per campaign from 2-6 weeks to 2-6 days. This will free up IT and marketing resource.”
Direct Line’s marketers will use the system to understand their customers better and to design targeted campaigns from their own PCs. The company evaluated Intrinsic and two other competitors over a three-month period. Intrinsic’s EMA software will be run against Direct Line’s existing SAS database.
Wallace went on: “We will be able to conduct more targeted and effective marketing campaigns, such that return on investment is expected in under a year. Campaign effectiveness will be increased by the ability to run a larger number of more targeted communications, perhaps to as little as a few thousand each time. It will also enable us to react more quickly to new developments in the market.”
Shaun Doyle, chairman of Intrinsic, commented on the relationship: “It is great to be working with such a fast growing and successful business that clearly believes in the importance of harnessing new technologies to create more targeted, personalised communications across multiple channels.”
Intrinsic is headquartered in Faringdon, U.K. and has offices in Oxford, San Francisco and Sydney. Its clients include GE Capital, Honda, Lloyds TSB, Norwich Union, Sainsbury’s, Thames Water, VIAG Interkom and Xelector.com. The SAS Institute and GE Capital are key strategic partners and investors.