Silver Award at NCDM

eventricity Ltd receives Silver Award in the National Center for Database Management (NCDM) Awards 2005 in the ‘Analytics and Modelling Applications’ category for its project at Banca Antonveneta.

Jointly presented by DMA and DIRECT Magazine, the NCDM Database Excellence Awards honour organisations that have demonstrated ingenuity and creativity in leveraging their marketing databases. The Awards were presented at the NCDM Excellence Awards Luncheon and Ceremony on Tuesday, December 13, at the Walt Disney World Dolphin in Orlando, FL.

Mark Holtom, Director of eventricity Ltd, said, ‘The NCDM awards are one of the most prestigious in the Database Marketing community. We are delighted and proud to have achieved this recognition from our peers.’

To enter this award, eventricity provided details of the Event Driven Marketing project at Banca Antonveneta using our Timeframe and Coffee software. The project delivered results that were over 5 times that of previous marketing efforts and at the same time producing better metrics in terms of response rates, customer retention and staff satisfaction.

More details of the Banca Antonveneta project can be seen in our previous press releases.

Event Driven Marketing

Research has shown that the average response rates for campaigns using techniques such as segmentation, modelling and scoring are between 2% and 5%.

An Event Driven Marketing approach analyses the needs and actions of customers individually on a daily basis to determine when something significant has happened to them and that they require contact. This is termed Customer Pull instead of Product Push. The same research showed that average response rates for Event Driven campaigns typically range from 20% to 50%.

Timeframe and Coffee

Timeframe is an application designed for implementing Event Driven Marketing (EDM) in a Retail Bank. It is a pre-packaged application containing a data framework, a library of Events and all of the Business logic for the implementation of an Event Driven Marketing solution.

In its simplest form, Timeframe is an automated process which will take daily data feeds from a Bank, analyse them and produce a list of leads. These leads are Bank Customers to whom a significant Event has occurred within the last 12-24 hours.

Until now, implementing Event Driven Marketing has always been a bespoke effort requiring in the order of $1m and 12 months to complete. With Timeframe, a working solution can be delivered within a few weeks at a fraction of this price. “This approach dramatically reduces the risk and payback time for the Bank,” said Mark Holtom of eventricity.

Banca Antonveneta is one of the main banking groups in Italy with around €50 Billion in assets. Headquartered in Padova, it has over 10,000 staff in 1,000 branches throughout Italy.

More information on Banca Antonveneta can be found at:

eventricity Ltd is a UK based software developer and consultancy focussed on providing complete solutions for Event Driven Marketing.

More information on eventricity Ltd, Timeframe and Event Driven Marketing can be found at or by emailing

Mark Holtom, eventricity Ltd
Tel: +44-7803-231-802

The Direct Marketing Association ( is the leading global trade association of business and nonprofit organizations using and supporting direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education and networking opportunities to improve results throughout the entire direct marketing process. Founded in 1917, DMA today has more than 4,800 corporate, affiliate, and chapter members from the US and 46 other nations, including 55 companies listed on the Fortune 100.

DIRECT ( is the authoritative resource for direct marketing professionals. Issue after issue DIRECT delivers detailed coverage of every aspect of successful direct marketing, including direct mail; CRM; telemarketing; e-mail marketing; search engine marketing; and more. DIRECT puts breaking developments into meaningful, actionable terms marketers can use to build successful campaigns.

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