MBNA Wins Award For Marketing Strategy

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Credit card provider MBNA won an award for its commitment to modern, data driven marketing.

With this award win, MBNA has demonstrated how business analytics can help marketers not only better understand their customers but also improve their bottom line.

The lender was awarded the Data Driven Marketing Award from industry publication ‘Marketing Week’ for its Marketing Optimisation campaign. During the ceremony, which was held in London, held off high profile brands including Sainsbury's, Lovefilm and Direct Line Insurance, for MBNA UK to scoop the gong, which commended the Bank of America subsidiary for its understanding of the shifting marketing landscape and its ever increasing credit card deals.

As the name suggests, the Data Driven Marketing Award is all about the nitty-gritty of data analysis, but also takes into account data planning, improved targeting, increased efficiencies and revenue building. Speaking about the award, Ian Grime, Head of Data Strategy and Insight at MBNA said: "We wanted to use the most leading-edge analytical and mathematical techniques to truly optimise the performance of complex campaigns.”

MBNA did their best to ensure this optimization by teaming up with SAS, a market leading business analytics software and services Company. The two powerhouses combined formed a productive relationship, as Mr Grime went on to say: “To get the best returns and make the best use of our resources we took what was already the best in the market and improved it, while introducing new dimensions of flexibility and adaptability."

The success of MBNA’s data organization and utilization should please their 5 million strong customer base in the UK, who can now sleep easy knowing their details are being looked after by an award winning data management team. As part of their commitment to better data management and customer services, the UK’s largest credit card provider has done more than simply win awards, it’s been busy providing additional card features for it’s customers.

From June 1st all of MBNA’s 5 million card holders were given the ability to access account information while on the go through a new Mobile Banking Text service. The service lets users request specific account information with the use of just word instructions. Customers can text ‘Bal’ for their balance, ‘Trans’ for transaction details or ‘Bill’ for payment information. As well as being free (standard network charges apply) it also illustrates that MBNA has one eye on providing a leading, data driven service for it’s millions of card holders.

This commitment to customer satisfaction was touched on by Ian Manocha, Managing Director of SAS UK and Ireland, who commented: "With this award win, MBNA has demonstrated how business analytics can help marketers not only better understand their customers but also improve their bottom line." And it’s that balance between running a business and making profit versus putting money back into the service for customers that MBNA seems to have got very right.

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David Towers

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