RCN Publishing has adopted DataSalon's MasterVision service to gain a better understanding of its customer base and to further develop its business.
MasterVision promises to give RCN Publishing a complete ‘single customer view’ of all its customers and contacts, incorporating subscribers, authors, members, alert and forum sign-ups, event attendees and advertisers.
This should make customer information easier to interrogate, and accessible to a wide range of staff from different departments. Traditionally, RCN Publishing has been very focused on nurses in the UK. Now it plans plan to expand this focus, by gaining a better understanding of the institutions that nurses work with, and also by looking beyond the UK to gain a more global perspective.
RCN staff aim to use the new insights to increase revenues in different ways. The marketing team will use it to create targeted campaigns with selections that take into account a wide range of customer touch points.
MasterVision will also aid the development of new business, making use of the Ringgold database (which RCN has also incorporated into the system) to identify new international markets with significant numbers of potential institutional subscribers, believes RCN.
'RCN Publishing is delighted to be working with MasterVision,' said Tony O’Rourke, commercial director. 'We have licensed MasterVision to give us a better understanding of our universe - readers, authors, subscribers, users. We expect MasterVision to provide new insights into opportunities with existing and potential subscribers and authors.'