Nissan turns to Indicia for data insight

Indicia will create software combining Nissan's data with key variables from its proprietary database Interact, which covers 90% of the UK population.

The agency's analytics and planning teams will provide the carmaker with a detailed understanding of its customer base at an individual level.

Nissan aims to establish longer-lasting and more personalised relationships with customers, and encourage them to choose it when they replace their current model.

TMW, which was appointed to develop Nissan's eCRM programme in 2009, with a brief including building and managing a centralised database, will retain operational control of the database.

Paul O'Neill, manager for sales and aftersales CRM at Nissan, said: "The leading-edge insight that Indicia will be able to bring will drive both our CRM and communications strategies as a whole."

This article was first published on brandrepublic.com