August 10, 2005, 12:00 AM

Why holistic customer views mean higher conversions at

A centralized customer data base that includes information from all channels and list segmenting is helping A&E Television more than double its conversions on some e-mail campaigns, says So Young Park, director of e-commerce and direct marketing.

A better view of all its customer information, including data from its web, telephone and direct response channels, is helping A&E; Television Networks more than double its sales conversion rates on certain e-mail marketing campaigns and sharpen its customer segments, says So Young Park, director of e-commerce and direct marketing.

A&E;, which operates web stores for its Arts & Entertainment channel, The History Channel and other cable TV properties, maintains plenty of data in its various customer channels, but each set of data was stored in its own information silo and not integrated in ways that helped A&E; figure out easily and efficiently who was shopping each channel and why.

In the last nine months, A&E;, which ranks as No. 235 in the Internet Retailer Top 400 Guide to Retail Web Sites, has integrated all of its various marketing data bases and now uses a universal tool set provided by its list management company, MBS, to obtain a comprehensive view of all information at the account, customer and household levels. The integrated data base and better list management tools also lets A&E; drill down into a fuller set of transactional data and create segmentations of customers using purchase history and behavior information

The end result of better data base management and integrated customer information is the ability to develop segmented e-mail campaigns that in some cases generate sales conversion rates of more than 20%. That’s in sharp contrast to previous campaigns that generated conversion rates of between 2% and 3%, Park says. “By integrating all the data from all the channels we’ve bridged a huge gap,” Park says. “We can do much more effective e-mail segmentation.”

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