Over the past few years, a fast and very effective growth plan has helped Virgin Active to establish its position as the UK’s leading health & fitness Club.
As the brand has grown, so too has the complexity for the business of managing their large multiple member databases. Hampered by this fragmentation of member data – and with limited internal resource to oversee all data-led activity – Virgin Active member engagement and prospect targeting became increasingly challenging.
The need for a centralised and easily accessible member and prospect database was a clear business priority.
Building a single customer view
Following initial analysis of the different data systems in use across the organisation, a Microsoft SQL database, alongside client accessible campaign management and analytical software Apteco FastStats, was used to import and transform data to produce a custom-made, client first, Single Customer View database and campaign management platform.
Results for Virgin Active
- Created the Health Club’s first single data repository, providing effective analysis, modelling, insight and engagement for both existing and prospective members
- Positioned the Virgin Active Marketing team at the very heart of data management, putting data at the fingertips of the marketing and insight teams and replacing the need for IT involvement
- Upgraded Virgin Active’s approach to data insight, prospect engagement and ongoing membership management