Obsessive customer centricity – Amsterdam style

Amsterdam is one of the most hyper connected cities in the world. LAW Creative works as a UK Partner with Amsterdam based Copernica to support the LAW Automated Marketing Platform – LAW AMP. Copernica software for email marketing & marketing automation delivers relevant and timely communications using email, sms, landing pages and PDF and has over 5000 users worldwide.

Amsterdam needs to have the most advanced digital infrastructure to support a wide range of new companies, services, and products. Both on fixed and wireless broadband, Amsterdam has seen great adoption and penetration rates, and the Amsterdam Internet Exchange provides hyper connectivity.

Some facts:

• Over 94% of the Amsterdam Metropolitan Area’s businesses and homes have internet access.
• In 2012, AMS-IX was responsible for 8% of the total exchanged business traffic of internet hubs around the world.
• In 2012, the national average download speed in the Netherlands was 8.5 Mbps (Megabits per second) according to Akamai.
• AMS-IX is the largest internet hub in Europe: 595 internet-related companies are connected to the AMS-IX grid (source: AMS-IX).
• At the end of 2012, the total number of broadband subscriptions in the Netherlands was 6.7 million, according to the ACM (Authority for Consumer Markets).
• The Netherlands has the highest penetration of household broadband connections in the world (source: OECD, 2012).

This powerful and stable global Internet hub has supported the rise of a dynamic digital sector: internet service providers, mobile operators, web hosts, content and VoIP providers, and applications specialists. For years, the Amsterdam Area has also proven to be a hotspot for data centres with volumes outperforming many other European locations. Examples of parties that have established new data centres in the area in the last few years include Equinix, Telecity, Interxion and Evoswitch. All in, co-location space in the Dutch capital increased by 18.3% in 2012, which was the highest of the Tier 1 networks.

The LAW Creative search for a fit for purpose Automated Marketing Platform was focused heavily on the use of customer data to deliver powerful behavioural insights. For two years LAW tested USA and European based platforms and eventually became UK Partner for Copernica. Copernica is The Netherlands number one Automated Marketing Platform system and clients include InterContinental Hotels & Resorts, Crowne Plaza, Holiday Inn, Toyota, Mitsubishi, Manchester United Soccer Schools and Van Der Valk Hotels. Copernica has operations in many countries throughout the world.

Says Executive Creative Director for LAW Creative Keith Sammels, ‘given that technology is moving at such a rapid pace, people are already saying that from a creative perspective ‘technology is the idea’, but technology is just another channel. The silver bullet as we see it is the combination of Strategy, Creative, Data and Technology working together to provide customers with targeted and obsessive customer centricity. 68% of us sleep next to our smart phones. 30% of women check their Facebook account before they go to the toilet in the morning. Your customers are connected and hungry for relevent content. Start helping not hyping. Stop selling, start telling, using LAW AMP powered by Copernica Marketing Software’.

LAW AMP is powered by Copernica software. LAW Creative is a nimble, open and tech savvy agency. For help with your e marketing please contact brett.sammels@lawcreatve.co.uk