LMN selects Smartfocus integrated marketing suite

Smartfocus has been chosen by Loyalty Management Netherlands (LMN) to deliver a fully integrated marketing solution to help shorten the time between campaign development and response management.

The newly implemented Smartfocus marketing suite has cut the campaign time to market from 17 days to a week, with LMN on target to reduce this time even further to a couple of days.

LMN operates an air-miles scheme, offering households discounts on flights, holidays and other promotional gifts.

The households each have an account holder who earns the points every time he or she travels.

Smartfocus provided LMN with a complete product suite, fronted by the Smartanalyzer product, to drive decision making and to ensure that information is transparent to marketers.

Smartmarketer Echannel will deliver email marketing across all e-newsletter campaigns.

These modules will allow LMN to segment the customer database and deliver targeted and personalised campaigns from beginning to end.

LMN has teamed up with Smartfocus to initiate the 'Analysis and Campaigning Project' - a series of steps created for LMN to complete and better understand its customer base.

These objectives are: to shorten the time between campaign development and response management, especially for digital campaigns; to increase the effectiveness of marketing campaigns and improve segmentation by analytics; to increase efficiency, allowing better-quality work to be produced in a shorter period of time; to achieve a greater insight into LMN's customers; and to understand their behaviour and response to campaigning activity.

These steps mean that LMN can offer targeted campaigns for each household.

Campaigns are fast to construct and can be analysed at any stage, allowing LMN to constantly refine and improve its marketing strategy.

The air-miles business partners are also kept more informed, thanks to improved access to detailed dashboard reports.

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