Credit Card Provider MBNA Win Marketing Award

Share Article

UK credit card provider MBNA has won the Data Driven Marketing Award from industry publication ‘Marketing Week’ for its Marketing Optimisation campaign. The award is all about the rather laborious task of data analysis, but also looks at data planning, improved targeting and revenue building within company systems. The ceremony was held in London, with MBNA having to fight off competition from Sainsbury's, Lovefilm and Direct Line Insurance.

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.

UK credit card provider MBNA has won the Data Driven Marketing Award from industry publication ‘Marketing Week’ for its Marketing Optimisation campaign.

The award is all about the rather laborious task of data analysis, but also looks at data planning, improved targeting and revenue building within company systems. The ceremony was held in London, with MBNA having to fight off competition from Sainsbury's, Lovefilm and Direct Line Insurance.

MBNA UK, which is a subsidiary of the Bank of America subsidiary was praised on the night for its understanding of the shifting financial landscape and the tailored nature of it’s varied credit card deals and offerings.

Speaking about winning the award, Head of Data Strategy and Insight at MBNA, Ian Grime, said: "We wanted to use the most leading-edge analytical and mathematical techniques to truly optimise the performance of complex campaigns. 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."

As the UK’s largest credit card provider, MBNA ensured the success of their marketing optimization by teaming up with SAS, a market leading business analytics software. Speaking about the relationship that led to the victory, Mr Grime went on to say: “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.”

MBNA has been busy both behind the scenes and at the consumer end when it comes to data management and usage. Most notably, the introduction of their Mobile Banking Text Service for all 5 million UK customers transformed the way credit card holders across the country access their information on the go. The service allows customers to simply text ‘Bal’ for their balance, ‘Trans’ for transaction details or ‘Bill’ for payment information and is free aside from standard network charges.

Both the Mobile Banking Text Service and the varied range of relevant and competitive credit card deals highlights MBNA’s commitment to worthwhile financial products that offer responsible lendng.

When asked about the end result for customers, Ian Manocha, Managing Director of SAS UK and Ireland, said: "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.”

For it’s 5 million strong UK customers, MBNA has highlighted yet again that they are in safe and very capable hands, with market leading products and service available to them.

###

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Tahera Dudhwala

01619309000
Email >
Visit website