Unique consumer data solution for The NEC

27th October 2016
Unique consumer data solution for The NEC

Project Summary

Hosting in excess of 500 events each year The NEC is firmly established as one of Europe’s most prestigious venues for exhibitions and events. As such, The NEC held a vast amount of customer, purchase and event data across a number of stand-alone systems and trading divisions.

The NEC recognised that for successful ongoing customer and prospect management building an effective customer data warehousing system enabling a single customer view was required.



Experts in data management TwentyCi applied a multi-stage approach to create a bespoke data warehouse that stores, cleans and manages all of The NEC’s visitor data.

Through the centralisation of data from 20 different sources, a single customer view was created. This was enhanced further by appending additional data such as events, food purchasing and car registrations. Import routines were also created to manage ongoing data feeds from the multiple customer touch points.

TwentyCi tailored and customised the solution so it could be used by multiple and variable business points.

TwentyCi’s approach gave The NEC a single customer view for the first time, enabling them to perform exceptional standards of customer profiling, segmentation and click stream analysis.


Outcome & Results

The NEC maximised their strategic marketing capabilities and customer intelligence as well as benefiting from more efficient working methods. The new database and systems created efficient data processing and intelligent use of information that:

  • Strengthened the group brand with a unique proposition based on effective customer profiling
  • Opened new commercial income streams and extended business opportunities among existing customers
  • Provided full service strategic marketing capabilities and improved reporting and analysis of all business activities
  • Delivered true one-to-one dynamic email communications
  • Achieved a £8 return for every £1 spent


Contact us to find out more.

Providing a single customer view and campaign management platform for Virgin Active

26th October 2016
Providing a single customer view and campaign management platform for Virgin Active

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


Contact us to find out more.