Tri-Direct wins HBOS GI business
18th June 2008
HBOS GI banks on success with Tri-Direct
Tri-Direct has won a new contract to supply their unique data product to HBOS General Insurance. Tri-Direct’s winning proposition was predicated on the supply of a bespoke data product that will allow HBOS to model the entire UK renewals universe for all their Direct Mail and Door to Door activity. This win does not affect the work of other agencies currently working with HBOS.
The data product will be able to interrogate multiple variables at a granular level in real time. It will deliver propensity models which have been pre-scored and exist in one central, continually refreshed file.
From this platform will come individual, 1-to-1 level modelling and targeting to inform the DM strategy, and the scope to integrate across geographically planned media such as D2D, Directories, Outdoor and Press. Appends and cross-modelling with warm files will allow for instant interrogation of response data which will shape future campaigns and strategies.
The activity will kick off in with a new proposition to market from HBOS and will initially encompass Direct Mail and Door to Door.
Barry Leeson-Earle, Director of Data, said: “This is a significant win for Tri-Direct and highlights the benefits of the integration of the company’s data services into one flexible, robust renewable model that can respond to the client’s need for large, well-targeted volumes and relevant, timely information on the progress of their marketing activity.”
Craig Foster, Head of Marketing – Mortgages and General Insurance HBOS GI, said: “Tri-Direct has a heritage in integrating data with other media channels."