Leading names in the data world such as Simon Lawrence, chief executive of Information Arts and Patrick Bradshaw, director of Market Location have commented in Data Strategy magazine on the need for innovative advances in suppression and data cleansing and a more analytical approach to targeting the most relevant clients. James Horsburgh of ICC also believes that the way forward is to help companies unlock the potential of the data they already possess.

Using new products that allow database blending, segmentation and communication planning, allows data to be divided in a useful and meaningful way to allow greatly improved targeting. Information about the risks of trading with certain businesses can be used, for example their history, credit-worthiness and directors’ details. Access to this information must then be integrated into the business workflow.

Cardwell uses the latest data analysis tools to provide its clients with the most up to date and relevant information available. This information helps to integrate sales and marketing - rather than sending out poorly-targeted mailings in the hope of eliciting a response, leads are supplied from the marketing department directly to sales teams who make the initial contact. This has the advantage of quickly targeting decision-makers within companies, something a mailing would rarely achieve.

Cardwell is "wrapping technology around data", injecting specialist data sets that are contact-rich and which include specialist email data for multi-channel campaigns and marketing. According to Nick Frazer, general manager of Experian Business Information, companies like Cardwell that are fleet of foot and can drive forward the technology and research and development will succeed, even throughout the credit crisis.

Ian Merriman has been invited to be a member of the panel at Business Link's "Beat the Credit Crunch" seminar. The workshop is developed by Robert Craven, MD and founder of The Directors' Centre and offers practical, no-nonsense advice.

The event dates are as follows:

14th January: The Oxford Centre, Oxford

20th January: The Conference Centre, High Wycombe

22nd January: Kents Hill Conferece Centre, Milton Keynes

For more information call 0845 600 9 006.

B2B marketing magazine's Nov/Dec issue

Data Q and A

www.b2bm.biz/blog/q-a

Most of the larger B2B data houses now have credit scoring systems for their marketing data, allowing marketers to check whether prospects are financially viable. Are such systems essential, or a nice-to-have for B2B marketers?

Kevin Taylor of Cardwell writes:

Credit data is another level of information, and should be used as such. I agree ... that there is little point in spending on sales effort only for the sales opportunity to be turned down by the credit department. But the smarter use of the information is when the salesperson is already aware that there may be a direct problem, and perhaps takes a credit report before putting too much sales effort; or ensures that proposals do not have a 30-day term period.

A family fun day will take place at Chipping Norton Rugby Club to mark the unveiling of its new pitch as a tribute to a founding member on Saturday August 30th.

The once sloping pitch has bow been levelled and has been  re-named after Mr Cripps, who died in a freak digger accident while working at Daylesford Farm in June last year.

The fun day, which will be used to help raise funds for the club and the Help the Heroes charity, has received backing from the RFU, the Royal Fusiliers and local companies including Cardwell Marketing.

"We are pleased to be able to help our local community and organisiation such as Help for Heroes, who do so much to support our service men and women" says Ian Merriman.

In addition to the dedication of the 'Tony Cripps Pitch' there will be an array of other activities available, including mini rugby displays, the Royal Fusiliers marching band, stalls, an auction and rugby matches.

There will also be a VIP lunch - by invitation or ticket only - in addition to a barbecue and pig roast.

Mr Merriman said: "We are expecting to have a fun-filled day for the whole family and a chance to hear firsthand the experiences of The Royal Fusiliers over a lovely lunch".

Contact Dani Matekalo on 0845 130 6634 or info@cardwellmarketing.co.uk for more information, to donate or register for a ticket.

Cardwell Marketing makes the cut!

It is with great excitement that we announce that Cardwell Marketing has made the short list for the Banbury Business Awards 2008 - Business of the Year category.

For the category that we have been shortlisted in - we were able to display how Cardwell, since establishment have grown and progressed into the flurishing local business that it is today. From the early days of relying heavily on local support networks to growing to a point where we're able to help support local community and charities.

A black-tie gala evening on October 3rd will see numerous organisations recognised across nine categories, bringing together the business community for the prestigious Banbury Guardian-organised event.

So fingers crossed and wish us luck!

Guest Speaker: Ian Merriman, Managing Director, Cardwell Marketing.

Rye Hill Golf Club at 12.30pm

Hosted by The Banbury Business Women networking group, Ian Merriman will be the guest speaker at next Tuesdays seminar. Women are becoming an increasing force in the small business sector with 150,000 women starting their own businesses each year, which represents around one third of all new businesses. Ian will be sharing his secrets to success and anecdotes to

WHERE CAN I GET REALLY USEFUL SMALL BUSINESS ADVICE?

 ‘Banbury In Business Exhibition’ provides all the help you need - your opportunity to learn from experts and find out how best to develop your business.

Cherwell District Council in association with local professional businesses and business support organisations are pleased to announce this years ‘Banbury In Business’ exhibition which is to be held on Wednesday 25^th June 2008 at the Colin Sanders Innovation Centre and will run in the morning from 7:30 am – 11 am then again from 4 pm until 7:30 pm.

Each year, it helps Banbury business people start and run their own businesses.  Banbury In Business helps everything from one-person business to high growth companies - support and advice is there for everyone.  You’ll benefit from access to market research, one-to-one sessions with an experienced business adviser and specialist training on the day in the form of seminars.  You can talk over your plans to launch a new firm with business advisers who will take you through the crucial stages of planning and setting up your business or on-going support for existing businesses in the form of further business

It features companies and experts offering highly valuable advice and services to enable businesses to expand much faster, increase their efficiency, and most importantly, improve their profitability and develop sustainable growth. 

According to Karen Matthews, Business Development Officer at Cherwell District Council: “The list of exhibitors on the day currently includes: Business Link, Cardwell Marketing, Banbury Chamber of Commerce, Ellacotts Accountants, Federation of Small Business, Oxfordshire Business Enterprises, Oxford Innovation, Oxfordshire Enterprise Hub, Spratt Endicott Solicitors.  This event will bring together all the facets of starting a new business under one roof.”

Jayne Lees, Client Development Manager at Spratt Endicott Solicitors adds: “We are delighted to be sponsoring this event, we work with local businesses across the region and we hope that companies will take the opportunity to come along and make use of all the advice that is on offer.”

Ian Merriman, Managing Director of Cardwell Marketing adds: “ We are very pleased to be involved again with this event – if you are thinking of starting or developing a small business in Banbury this is a must attend event.”

For further information on the Banbury Business Expo, please contact Claire Thompson at Ellacotts on 01295 250401 or Karen Matthews of Cherwell District Council on 01295 221863.

(Attached photograph from left to right – front row: Karen Matthews, Cherwell District Council, Claire Thompson, Ellacotts, Jayne Lees Spratt Endicott.  Middle row: Placi O’Neil-Espejo Oxfordshire Enterprise Hub, Lillian Bannister, Oxford Innovation.  Back row:  Ian Merriman, Cardwell Marketing, David Saunders, Ellacotts and Tony Ilott, Banbury Chamber of Commerce.)

Cardwell welcomes the arrival of Kevin Taylor to head up their data and systems operations. In Joining Cardwell from Equifax, Kevin will bring a wealth of experience and in particular his knowledge of the B2B market place.

Kevin's presence is part of the program of expansion that Cardwell are enjoying, and will ensure that their data services offer more value to clients whilst complementing Cardwell's telemarketing services. He saw Cardwell as a company who offer an opportunity to develop new products and bring them to market much quicker than most other companies can.

Kevin said "This is an exciting opportunity for me and I am looking forward to working in a rapidly moving innovative environment."