balloon dog's data planning and relationship teams, working closely with their client, have designed and populated Feld UK's first integrated marketing database, using the Salesforce contact management tool to host the data. The team merged and cleaned over 200 separate input files, comprising 2.8 million customer records, to create a database containing mailing and responder history from over 10 years of activity.
The new marketing database will be managed and maintained by balloon dog on an ongoing basis, and will drive not only the major recruitment campaigns associated with Feld's Disney Live, Disney on Ice and other shows, but also ongoing CRM activity both off- and online.
balloon dog's senior data planner, Keith Carlton, says, “Historically, we have never had more than a mailing-by-mailing view of Feld's customers and prospects. With this new marketing database we can refine our segmentation and targeting for customer acquisition, as well as using ongoing CRM to deliver additional sales, enhanced customer engagement, and increased ROI for Feld UK.”
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