Pinehurst Resorts Adds CRM Piece

LANHAM, MD— The Pinehurst Co., a subsidiary of Dallas-based ClubCorp, one of the worlds largest golf and private club companies, is implementing CRM solutions provider Group 1 Software’s DM1 marketing automation solution. According to Lisa Philips, Pinehurst’s direct marketing manager, the program will be used “to develop insightful, effective marketing programs directed at both existing and potential customers. By providing intelligence that enhances marketing and cross-selling initiatives, DM1 is helping us build better guest relationships. In marketing to prospective customers, we rely on DM1 to generate attractive offers that resonate with targeted recipients. DM1 offers data hygiene and enhancement capabilities and delivers analysis through ad-hoc query and OLAP (on-line analytical processing) tools, data visualization, modeling and reporting and campaign management. DM1 additionally incorporates best-of-class technologies from Oracle, ESRI and Dimensional Insight. The Pinehurst Co. Resorts division includes such properties as Barton Creek in Austin, TX; The Homestead in Virginia, Palmilla in Los Cabos, Mexico and its flagship, Pinehurst, in the Sandhills of North Carolina.