Roundup of Campaign Management Solutions (2,097 words)
Contact: (800) 366-5818
This full-feature solution incorporates these applications: Communication, Analysis, Modeling, Personalization, Optimization and Interaction.
CRM Communication allows users to determine, plan and implement marketing campaigns across newspaper, direct mail, Internet and broadcast channels. Continuous event-based campaign definitions automate the contact management process. A calendar tool allows user to plan, create and manage concurrent and sequenced campaigns; efforts can be segmented and tracked by type and schedule.
The CRM Analysis tool tracks and analyzes customer buying behavior, and targets/scores segments by a variety of demographic, lifestyle, and transaction-based criteria. An ad-hoc reporting interface and profitability measurements at the account and transaction level round out this feature.
Contact: (937) 445-5000
TopDog by Decision Software
A marketing management solution, TopDog is anchored by PromoTrak and MarketTrak tools.
PromoTrak selects the target audience for a campaign by various selection criteria, including RFM, psychographic and demographic data. It processes records quickly by making a single pass for all selection criteria. Users can see counts for each segment as it is being run, and preview matches throughout. It allows for additional data, such as key codes, to be attached, and permits nth-name selections and split panels for testing. It updates history tables, and automatically generates a mail file.
MarketTrak provides a view of total responses, response rates and cost information by segment; data from the promotion history and response tables can be compared against current campaigns. Users can segment response based on variables, such as media, gender and more.
Contact: (301) 459-9000
Xchange 9 by Exchange Applications
Another full-feature solution, Xchange Campaign provides a campaign management tool. It handles communication strategy, market segmentation, business rules for inclusion/exclusion, and development of the campaign approach. Part of this solution is hands-on help in the development of a data mart for use in marketing activities; key is the inclusion of in-session data to provide a single view of the customer.