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MBNA Wins Marketing Week Award for Data Driven Marketing

MBNA uses SAS Marketing Optimisation to revolutionise promotional pricing campaigns

LONDON  (Jun. 01, 2010)  –  MBNA, a Bank of America company, has been awarded the Data Driven Marketing Award from Marketing Week for its SAS Marketing Optimisation campaign. 

Presented at an awards ceremony held last week in London, MBNA saw off competition from high profile brands including Sainsbury’s Business Direct, LOVEFILM, Churchill and Direct Line Insurance, by demonstrating its understanding of the shifting marketing landscape and an ability to engage with its customers using SAS technology. 

The Data Driven Marketing Award specifically covers the analysis, enhancement or subsequent data planning conducted to improve targeting, increase efficiencies and drive revenues. Based on this case study, MBNA illustrated how it uses SAS Marketing Optimisation to deliver measurable gains including stimulating customer spend, making optimal use of resources and reducing expenses. 

Ian Grime, SVP, MBNA Database Marketing; Head of Data Strategy and Insight, commented: "We wanted to use the most leading-edge analytical and mathematical techniques to truly optimise the performance of complex campaigns - to get the best returns and make the best use of our resources. We took what was already the best in the market and improved it, while introducing new dimensions of flexibility and adaptability." 

Ian Manocha, Managing Director, SAS UK and Ireland, added: “Understanding the needs  of customers is crucial to success in today’s highly competitive market environment.  With this award win, MBNA has demonstrated how business analytics can help marketers not only better understand their customers but also improve their bottom line.” 

About MBNA Europe Bank

MBNA Europe is a wholly owned subsidiary of Bank of America Corporation (NYSE: BAC) and is the recognised leader in affinity marketing. 

For more information, visit the company’s website at or Bank of America’s website at

About SAS

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