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Inside Track Appoints EuroDirect To Optimise Customer Recruitment And Are Already Reaping Rewards

18 April 2005

Inside Track, the UK's leading provider of property education for private investors, has chosen EuroDirect as its primary supplier to help identify new seminar locations, drive direct mail activity and maximise attendee rates.

Over the last two years Inside Track has introduced a range of unique courses run by industry specialists to educate private property investors on how they can enter the lucrative property market whilst minimising risk and maximising capital returns. Inside Track runs 21 free workshops across the UK each week with over 50,000 people having attended to date.

To assist it with its expansion, Inside Track approached EuroDirect to develop a recruitment model that can be accessed around the clock by their marketing team to segment and extract prospects for future workshop and seminar mailings.

EuroDirect has taken Inside Track's existing customer data and profiled it against the wide array of individual, household and postcode level variables in the Data Exchange consumer universe to identify the key characteristics of a typical seminar attendee. A bespoke model has been built, scoring individuals across the UK consumer universe (Data Exchange) according to their propensity to match the profile of current attendees. Additional fields such as the frequency and recency of mailings received, response activity and seminars attended have also been built into the prospect database and will be updated on a monthly basis to allow Inside Track to analyse responses and plan future campaigns.

The recruitment model has been uploaded into EuroDirect's online data interrogation and campaign planning tool Intelligence Creation which will enable Inside Track to create mailing lists from the model instantaneously, 24 hours a day, 365 days a year.

MICROVISION, EuroDirect's market analysis and strategic planning tool is also being used in-house by Inside Track to identify new locations for future workshops and seminars. Drivetime catchments for potential venues are profiled against EuroDirect's suite of CAMEO Classifications and then ranked according to how well they match Inside Track's customer profile.

John Pickles, Sales & Marketing Director, Inside Track comments:
"Inside Track's workshops and seminars have proved very successful to date, but EuroDirect's customer recruitment solution will help us to improve further on our customer acquisition potential. After only two months, we have seen a massive improvement in response rates of 35 per cent and we expect additional revenues to be generated of over £200,000 from this activity alone."

John Dobson, Managing Director, EuroDirect comments:
"Inside Track's commitment to direct mail emphasises how powerful this channel can be when building awareness, generating interest and indeed encouraging a response. By combining our software tools and extensive prospect data assets with our vast targeting expertise, Inside Track should continue to reap the rewards for some time to come."

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