Our customer is a software company with over 25,000 business customers principally in Europe but also including North America and the rest of the world.

We first cleaned and enhanced their complete customer database with business activity and size codes. Subsequently, we have been maintaining the information, taking all their new customers every six months and enhancing them as well. On an annual basis we also update all the enhanced information to include the latest information on size and activity.

We created and maintain an analysis file, allowing our customer to use Microsoft Excel and its powerful pivot table facility rapidly to review and analyse the data. We also calculate their penetration by sector, size and country. For example, we can show what percentage of all possible users of their software their customers represent in companies in the Machinery & equipment sector in Germany with between 26 and 100 employees. Then, if they have 84 such customers, we supply details of the other 1,204 potential prospects available.

Our customer and its national subsidiaries now has a much better understanding of their status in the market place and actively uses the information not only for marketing purposes but also to make strategic and tactical decisions.