DataCo inks analytics deal with DM firm UMG

Under the terms of the long-term agreement, UMG will implement DataCo’s Customer Experience Monitor Program, incorporating its Loyalty Index, to gauge the relationship between customer attitudes, behaviour and sales performance across consumer and b2b marketing programmes.

The firms, which have been working together for more than 10 years, said they have developed “a strong, results-oriented, customer-focused relationship”.

Alan Portelli, CEO and president of UMG, said the agreement would help the firm continue to improve customer satisfaction.