Matt Button, Manager of Database Marketing at Lexus (GB) Ltd has been honoured with the title Data Professional of the Year 2006. The accolade was announced at the Data Strategy Awards held on 22 November at London’s Royal Lancaster Hotel.
Matt has been a member of Lexus’s head office marketing team for the past 9 years. He secured his award with a case study on the brand’s direct marketing strategy, focusing on the design and success of the Lexus PRM (prospect relationship management) communications programme for acquiring and nurturing new leads for vehicle test drives and subsequent sales.
The awards are organised by Centaur, publishers of Marketing Week and have been established for a number of years, rewarding the contributions of data experts to business success. This year marked the first presentation of the individual data Professional of the Year title.
Commenting on his achievement of being the award’s first winner, Button said: “Effective gathering and analysis of data is an important dimension in today’s highly competitive market and I’m proud that our efforts to develop Lexus’s marketing effectiveness in this way have been recognised.”