Crain Communications to consolidate, optimize brand databases
Crain Communications Inc. has contracted with database management company Omeda to consolidate its multiple customer databases into a corporate-wide business-intelligence data set. The goal: to provide a unified view of Crain Communications' customers, their purchase histories and their website behaviors for better customer intelligence and enhanced up- and cross-selling opportunities.
“We expect the impact to be significant,” said Chris Crain, Crain Communications VP-group publisher. “The idea is to have a single record of all our customers and all their information, including both demographic and purchasing history.”