Data Lateral, part of multi-channel marketing services provider Lateral Group, has been appointed by ATOC (The Association of Train Operating Companies Limited) to build a single customer view across all channels and systems.
The agency was awarded the contract following a competitive pitch.
Working on behalf of passenger train operators in Britain, ATOC is responsible for developing and executing marketing strategy, managing partnerships and campaign management across an array of products within the National Rail portfolio, including 16 – 25 Railcard, Family & Friends Railcard, Senior Railcard, Disabled Persons Railcard, Network Railcard and the Days Out Guide and Best Value Fares websites.
Data Lateral has been tasked with migrating all data feeds into one integrated database and building a single customer view across all systems and through the customer lifecycle. This will be used to create a CRM platform, allowing ATOC to drive customer marketing programmes across multiple channels.
Andrew Robertson, Head of Marketing at ATOC comments: “Data Lateral was chosen not only for its technically advanced database architecture and user friendly Portrait software interface, but also for its considerable award winning expertise within the digital and marketing arena.
“This collaboration will enhance ATOC’s marketing insight which will improve the way in which we engage with customers through our communications and product development. This will in turn help us deliver strong business performance in line with current targets to increase online sales and reduce operational costs.”
Ruaraidh Thomas, Managing Director of Data Lateral adds: “ATOC is a fantastic win for us; the project allows us to demonstrate how we can bring technology, data expertise and consultancy together to build insightful communication platforms with ATOC’s customers.”
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