NetSuite Inc.
, Berlin Packaging, Churchill Downs, and Others:
The Secret to CRM Is in the Data
Berlin Packaging
A $200 million-a-year maker of
Company
cans and bottles used to package
Description
everything from makeup to jelly
System Used CRM, ERP and SCM
Data Silos and Disparate
Problem Systems –
“What is your source of truth?”
CRM with Single Centralized
Solution
Data Based Systems
Used PeopleTools programming
code in the ERP system to build
Churchill Downs
A $500 million-a-year
operator of six horse-racing tracks,
including its namesake,
the famed home of the Kentucky
Derby
CRM
Ineffective marketing due to wrong
assumption that it has only 4 distinct
bucket of customers based on the
aggregate data from Twin Spires
loyalty club
Determine correct no. of aggregate
types of customers for effective
marketing campaign
 NetSuite Inc., Berlin Packaging, Churchill Downs, and Others:
The Secret to CRM Is in the Data

Berlin Packaging Churchill Downs

It discovered that there were actually

The ERP database
now serves as a clearinghouse of
customer data that lets any
Result
part of the company access
definitive and wide-ranging
information
Combination of incremental
Key to changes and interfaces
Success salespeople
already are familiar with.
nine aggregate customer types. It
then sends customers direct-mail
advertisements that reflected their
profile, with information
and offers that jibed with its
attributes. This generated a 1.6
million dollars in the first two weeks.
A year earlier, the same customers
generated $950,000.
Targeted marketing for each
customer type