Presentation held at the prestigious Data Quality Summit Event (Eindhoven, November 2008). This presentation highlights the added value and possibilities of setting up a Marketing service program to enable your distribution channel to maximize the customer value. With an example of such a program in the (independent) insurance market.

1. A way to strengthen the Distribution Channel

5. mass communication B to B to C

8. Set of campaigns Reseller Profile(s) Central consumer DB Instore legacy system Consumer response Data Cleaning Data Enrichment Data Selection Campaign Execution On / Off line response Handling Reporting

17. FCDP Online SMS Data Campaign Profiles E-mail

30. Insurance company broker consumer mp4office mp4all mp4u An on line transaction platform offering 1 dialogue with various insurance companies An on line application to enable brokers to sell insurances through their website The first fully integrated, web based legacy/ crm system for independent brokers

32. Legacy system (D)maas MP4office Complete Integrated Web Based Efficiency Customer Value 3 foundation blocks 2 strategic p illar s 1 integrated solution

33. DWH Middle ware Sage CRM Customer admin Extranet insurance companies Advise softwar tools Exact online MS Office applications CCS Insurance admin Marketing factory

37. delegators Validators DIY avoiders Relationship oriented Product oriented Detail info Global info 12 8 1 19 32 21 5 3 22 6 9 26 17 28 Finergy Types

40. Retention campaigns

42. Cross & upsell campaigns

43. Event triggered