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smartFOCUS wins lastminute.com account

Marketing software specialist smartFOCUS Group PLC (AIM: STF) said UK online travel and leisure retailer lastminute.com has selected its multi-channel marketing software and services to drive proactive customer life-cycle management and reactive marketing through the lastminute.com website.

Financial terms were not disclosed.

SmartFOCUS will deploy its Intelligent Marketing product to drive engagement with 1.65 million weekly visitors, to assist in increasing customer insight and driving personalised email, SMS, social media and other targeted marketing campaigns.

Last week, it launched a new marketing software procuct for social networks, which will allow placing a value on an individuals' influence across a range of social networking sites including Twitter, Facebook, LinkedIn, Delicious and Digg.

According to smartFOCUS, the new service allows marketers to track a consumer's online activity and behaviour through the viral process of social networking, and quantify the consumer’s value as a 'social advocate'. As such, the service enables marketers to optimise their approach to social network marketing by rewarding advocates based on the number and value of customers their behaviour has helped acquire, retain and affect.

In January, smartFOCUS said that Hachette Filipacchi Media US, the US subsidiary of the global magazine publisher, has chosen the company’s multi-channel marketing product, the smartMARKETER suite, to improve and manage its direct marketing and list rental.

The Hachette contract win added to a string of other deals secured recently.  In December alone, the company announced several significant contract wins, one with Bournemouth-based financial services group Liverpool Victoria (LV=) to streamline its entire marketing strategy, and another with Rank Group (LSE: RANK), both to implement the digital marketing suite smartMARKETER.

Also in December, smartFOCUS signed a partnership agreement with Initiatives & Developments (Group ID), under which the French group will integrate, operate, and resell the full smartFOCUS Intelligent Marketing software suite as part of its loyalty management product to its European customers and prospects.

The company is supplying its software and services to more than 700 companies worldwide including AAA, ABN AMRO, ASOS, Centre Parcs, EasyJet, EMI, Epson Europe, Equifax, Eurocamp, Harrods, Hilton International, Landal Green Park, Manchester United FC, QVC, Rabobank, RCI-GVN, Société Générale and Sony Europe.

Disclosure: The author holds no positions in the company