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NCDM names database excellence award winners

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Orlando, Fla.—The National Center for Database Marketing has honored 10 recipients of its 2008 NCDM Database Excellence Awards, presented last month.

Heading the list of winners was Datacore Marketing, the gold winner in the b-to-b marketing category, for its channel -partner marketing program developed on behalf of tire manufacturer Michelin.

In Michelin’s original program, wholesale distributors would reward resellers with incentive awards directly. In place of this, Datacore helped Michelin create greater visibility with its resellers with a program comprising rewards presented through Michelin’s reseller portal.

“Before, only 300 dealers would log into the Michelin portal monthly, but it’s now up to 4,000,” Bob Hoffman, account director with Datacore Marketing, told BtoB.

Also garnering honors in the b-to-b category was a database program developed for Sybase by Alvion.

NCDM named award winners in several other categories. They included:

  • Analytics and modeling applications—Cisco Systems, gold; Catalyst Direct on behalf of Valvoline Instant Oil Change, silver; and Allant Group on behalf of Charter Communications, bronze.
  • Multichannel marketing category—Teradata’s program for National Australia Bank, gold; Relationship Marketing for its program for Merchants Bonding Co., silver; and Acxiom on behalf of Alltell Wireless, bronze.
  • Technological applications category—The Marketing Store for a loyalty and retention program on behalf of Nissan North America, gold; and Proximity iD on behalf of Progressive Enterprise, silver.

The Teradata multichannel program, enhancing existing National Australia Bank CRM capabilities with analytics-based customer triggers and dashboards, took top overall database marketing honors, winning the NCDM Platinum Award.

—Christopher Hosford

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