Shop Direct Group & Celebrus Win Marketing Week's 'Data-Driven Marketing' Award for Customer Data Hub Driven Campaigns

By Celebrus, PRNE
Thursday, May 26, 2011

NEWBURY, England, May 27, 2011 -

- Online Retailer Scoops Award for Campaign Results Achieved After
Deploying Customer Data Hub Technology From Celebrus Technologies

Shop Direct (, the GBP1.7 ($2.7) billion
online retailing group, last night won the award for 'Data-Driven Marketing'
at the 2011 Marketing Week Engage Awards. The group is the UK's 4th largest
online retailer, with brands including Littlewoods, Very, isme, K&Co, Choice
and Additions. The award highlights a highly successful project that has
delivered an estimated 0.5% increase in total group sales in the first year.

Marketing Week reports that the judges were impressed by "the outstanding
return on investment" produced in a short time.

By using detailed Browser data from Celebrus Technologies ( they have been able to deliver a step change in
the relevancy of customer contacts. Shop Direct wanted to gather real-time
customer data so that it could communicate with people on a one-to-one basis
with messaging based on their current motivations rather than just on
previous buying patterns. Shop Direct used Celebrus to capture and process
real-time browsing data and combined this with customer profiles, order
history and targeting models to trigger relevant, timely, personalised email

People were targeted via their preferred contact channel if they had
abandoned their online shopping baskets or at other critical moments in their
relationship and interaction with the brands.

Shop Direct has, so far, launched 15 campaigns based on Celebrus' data
and this has also influenced offline activity.

By using Celebrus Technologies to build a 'Customer Data Hub'
( and combine real-time online
information from Shop Direct's websites with offline information the project
has allowed Shop Direct to gain a highly detailed understanding of their
customers' behavior, permitting them to analyse existing customer profiles
and order history with ease. The result is true, one-to-one customer
communication based on individual activity and aspirations which is now
transforming the performance of email, direct marketing and telemarketing

Shop Direct Group faced stiff competition in its category from
international brands that included British Airways, Cancer Research UK's Race
for Life, Churchill, Dennis Publishing, Direct Line, MORE TH>N, Tesco Stores,
Virgin Atlantic Flying Club and Yell. Last night's ceremony was held at the
Grosvenor House Hotel, Park Lane, London and photography is available of the
directors and management of Shop Direct Group receiving their award.

A Shop Direct spokesperson comments, "We wanted Shop Direct to be at the
leading edge in both the creation of this 360 degree customer view and the
way this data is embedded in business processes, from email to telemarketing
and direct mail campaigns. Indeed, this has not just been a data project: it
is a new philosophy, a new way of working - and one that is delivering
significant corporate value and competitive advantage. We are rather proud of
what we have achieved and the ROI delivered."

"Winning this prestigious Marketing Week Engage Award on top being voted
'online retailer of the year by Retail Week' is making 2011 a fantastic year
for us. Winning the award last night would not have been possible without
great support from Celebrus."

About Celebrus

Celebrus Technologies delivers complete, real-time data, on online
visitors' behavior, environment and experience; data to power Customer Data
Hubs, driving online and cross-channel behavioral targeting, real-time
personalization & interaction management - complete online customer insight.

Celebrus Technologies captures and analyzes interaction at the user
interface - whatever the device e.g. mobile, iPhone, PDA, gaming console, or
technology deployed e.g. webpage, Adobe AIR, Silverlight, Flash, Flex, AJAX
etc. - to deliver complete real-time data on every visitor and user of all
your online applications.

Celebrus Technologies' systems have come to define a new approach to the
integration of online applications into an enterprise's Information
Architecture. The system's User Interface Capture functionality provides a
definitive, flexible and reusable source of customer, behavioral, process and
performance data from any internet, intranet or extranet application.

Celebrus Technologies' customers use their patented and tag-free Dynamic
Collection(TM) solutions to drive applications as diverse as Fraud Detection,
Marketing Automation, Campaign Measurement, Usability & Design, CRM systems
and Web Analytics.

With options to directly populate Enterprise Data warehouses, it
represents the leading edge of advanced online channel data capture, analysis
and delivery systems.

Celebrus Technologies delivers its solutions directly and via a range of
OEM, reseller and system integration partners around the world. Users include
RBS, HSBC, MBNA, AXA, Belron (Autoglass), directgov, Rank Interactive, P&O
Ferries and ghd. Celebrus's partners include the SAS Institute, Teradata
Corporation, Merkle, FatWire, Netezza and Oracle.

    For further information, please contact:

    Juliet Hills
    Celebrus Technologies
    Tel: +44(0)1635-230-630

    Will Gardiner
    Tel: +44(0)1932-578-800


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