GB Group signs deal with British Film Institute

IDENTITY management and marketing company GB Group has signed a deal to work for the British Film Institute (BFI).

The Chester-based IT business will now consolidate BFI’s customer marketing and database strategy which will allow it to better understand its audiences.

The information will then be made available to BFI’s marketing team to enable the organisation’s work to be further promoted.

Gail Cohen, marketing director at the BFI, said: “We have a lot of disparate data sources around the organisation but had no central system to access it.

“A recent review of our marketing and membership strategy prompted us to look into the ways in which we engage with our audiences.

“This highlighted the need to create a ‘single customer view’ to understand our audiences and improve the customer experience by delivering highly targeted marketing communications.

“By consolidating our data, we will be able to increase our knowledge of our customer behaviour, thereby communicating to them at the relevant stages of their customer journey and improving our overall marketing effectiveness.

“GB’s extensive experience in the delivery and management of SCV databases and the provision of marketing services, from a team and company point of view, played a large part in the decision-making process.”

Richard Law, CEO at GB said: “The BFI is a magnificent national organisation with a wealth of information available and we undoubtedly have the best team and technology in the industry to deliver a solution that meets the BFI’s immediate and overarching marketing objectives.

“Identity Management stands central to its business objectives and, as this forms the core of what our business is based on, we were in the best position to help meet this aim.

“From the start of this process, our main goal has been to identify the BFI’s overall business objectives, understand its challenges and from there, build a solution that is perfect for them and meet all these requirements.”

GB Group has two main divisions, DataAuthentication which offers an identity verification service aimed at tackling ID fraud, money laundering and under-age gambling, and DataSolutions, which provides clients with information on their customers.

Last month, TheBusinessDesk.com reported that GB Group’s revenue for the nine months to December 31 slipped 5% to £15.7m, while operating profits jumped 71% to £550,000.