Provident Financial steps up in-house data analysis with SmartFocus

LONDON – Lender Provident Financial has established an in-house marketing database and data analysis capability with the help of a computer system provided by SmartFocus.

Provident Financial specialises in doorstep personal credit and motor insurance through its Yes Car Credit brand, and has expanded internationally in recent years.

After commissioning the SmartFocus Intelligent Marketing system, the UK division now has an operational marketing database integrated with its data processing, and is using software analysis of its customers in order to better target its campaigns.

John Grimbaldeston, UK head of marketing at Provident Financial, said: "For a number of years, we have been making positive strides to drive additional value from our data. The Intelligent Marketing solution from SmartFocus will enable us to exceed our objectives for more frequent and better targeted marketing with higher response rates delivering improved campaign profitability and reduced wastage."

Chris Underhill, CEO of SmartFocus, said: "We have implemented the smartSERVER platform that provides complete operational, analytical, and modelling server capabilities with our complete range of data management, analysis, modelling and campaign planning and management software applications."

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