CCR smashes a SIX for Somerset Country Cricket
Somerset County Cricket Club (SCCC) has appointed data management firm CCR as its preferred data cleansing supplier. CCR will use its new data cleansing and enrichment solution, ADAM, to clean and enhance the cricket club’s data in order to allow it to extend the reach of its marketing activity across its customer database.
CCR will append telephone and email contact data to SCCC’s customer database so that it can boost its marketing activity through targeted telephone, text and email campaigns.
Jez Curwin, Head of Commercial Operations at SCCC commented: “By using data enrichment services from CCR we are confident we will see considerable improvement in the commercial value of our data which will enable us to better promote membership and ticket sales.”
Through the use of ADAM, SCCC will not only see its data enhanced but also have the potential to de-duplicate files and update movers’ addresses. The data will then drive communications through SCCC’s Orange Box CRM system from Sports Alliance.
Chris Turner, Director of Business Development at CCR said: “Adding contact details to records is an incredibly cost effective way for sports teams to open up new opportunities for reconnecting with people who have an affinity with the team but have not attended matches for a while – even providing the chance for last minute campaigns in the run up to a match to create a sell-out stadium. This opens up a bigger receptive audience, strengthens its customer communications and increases revenue.”
CCR’s team will focus on increasing the value of SCCC’s data by ensuring that disparate data across the business is consolidated, cleaned and quality checked. The club will then be able to use the data more effectively to run highly targeted campaigns matching customer data with the most appropriate messaging and offers.
CCR’s data cleansing and enhancement system ADAM was launched onto the market earlier this year and it is the first product of its kind in the UK to include both Equifax and Experian new address data as well as data enrichment solutions such as factual wealth information and Facebook data.