Roundup of Campaign Management Solutions (2,097 words)
Contact: (727) 669-7000
A customizable software application, Marketing Pilot is specifically created for direct marketers. An all-inclusive structure, it allows users to create, plan, execute and track marketing campaigns and activities. Built-in controls allow managers to provide access to information and tools as needed by team members. Media, segments and lists are tracked for each campaign; the ability to open multiple project windows lets users compare past campaigns; expenses are linked to each campaign; and custom templates can be built to create vendor instruction lists that can be saved and reused. Users also can create detailed briefs to keep team members apprised of campaign status and objectives.
A highlight is the feature that lets users save and compare the results from prior merge-purges to help marketers forecast the impact of list hygiene on future list recommendations.
Contact: (847) 864-4777, ext. 3
Marketing Planner by Veridiem
Part of the Veridiem Enterprise Marketing Module, the Marketing Planner application enables companies to measure, analyze and adjust marketing efforts via a Web-based tool.
Marketing Planner allows managers to improve productivity by maintaining a centralized version of all marketing plans. It supports and integrates with marketing simulation to run what-if scenarios and effect plan changes, as well as builds a corporate asset of historical plan information for analysis.
The Marketing Simulator application tests outcomes before changes are put into action, and allows marketers to make mid-course corrections to marketing plans. Performance Monitor and Analytics Engine applications allow marketers to apply statistical techniques and a consistent set of metrics to measure and optimize performance across brands, markets, segments and channels.
Contact: (978) 823-7100
This software integrates a campaign management solution with business intelligence applications from Business Objects®. The application offers ad hoc analysis, visually depicted customer segmentation, and custom and templated reporting. With automated campaign management features, users can plan, create, implement and execute multichannel marketing programs. Integrated response analysis provides program measurement from different perspectives: promotion, RFM, and source code. A list rental manager, source tracker and campaign trender features allow users to coordinate and manage all elements of multichannel campaigns.