Roundup of Campaign Management Solutions (2,097 words)
By Hallie Mummert
Do you manage campaigns via an Excel spreadsheet and e-mail, or worse, a wall chart and a Magic Marker? With the need to operate in more than one channel for share of market and share of customer, it's getting harder to execute multiple campaigns without the aid of a sophisticated software tool.
The following is a roundup of campaign management software solutions available to direct marketers. The only criteria for inclusion was that the product offer a component for direct mail campaign management; however, it could also handle e-mail, telemarketing, and other forms of marketing communication—which most do.
While this is not a comprehensive list of all campaign management tools, you will find many of the field leaders. We have provided contact information for each listing, but omitted pricing estimates due to the variability of each product configuration.
Affinium by Unica Corp.
Six independent modules provide enterprise marketing management functionality: Plan, Model, Campaign, E-Message, Interact and Report.
Affinium Campaign offers data mining, profiling and segmentation capabilities for analysis. Users also can establish test, sample and control groups. A patented One-to-One Optimization™ technology allows marketers to analyze customer behavior and integrate these data with response, cost and revenue data. Campaigns can be automated for execution according to pre-determined timeframes, and triggers can be set to respond to specific events or customer interactions. Finally, users can run real-time reports on campaign status and performance.
Contact: (781) 259-5900
This Web-based enterprise marketing management application offers five modules: Direct Marketer, Event Manager, Dialogue Manager, Lead Manager and Web Response Manager.
Direct Marketer allows users to design and execute campaign workflows, control personnel access to project tasks, as well as automate communication/workflow with outside agencies and vendors. Campaign execution can be automated according to activity/nonactivity triggers, and pathing priorities can be established to guide targets through campaigns. Segmentation and analytical tools provide actual and estimated totals, behavioral scoring, interaction histories, ROI comparisons and automated distribution of real-time reporting.