The Dela Intelligence Manager is a solution that was nominated for the DDMA Customer Data Awards 2019. The application is based on the Marketing Database and allows marketing intelligence specialists to target their audience precisely and automatically. It does that by separating the decision of whether an email will be sent from what the message will be. For instance, each day, the DIM decides to send emails to customers with children that are having their birthday that day. Based on whether the predictive model tells that it’s more likely that the customer will upsell or churn, the content of the email is chosen. Besides this event-driven messaging, the DIM will apply some business rules to determine whether it’s allowed to contact the customer according to the DELA standards, and it will gather response data to feed the Marketing database and predictive models.