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.
Contact: (317) 803-4300
This multi-feature solution, including Customer Relationship Manage-ment, Project Management, and Resource and Contractor Management tools, allows users to organize, control and implement automated programs.
The Customer Relationship tool offers campaign design, execution and ROI analysis, as well as competitive analysis, lead/activity tracking, offline customer contact/tracking, pipeline forecasting, and customer history tracking. The Project Management tool lets users schedule projects, assign and track tasks by status, manage budgets, coordinate/track vendor involvement, and assess customer satisfaction with event-triggered survey generation. The Resource and Contractor Management feature allows marketers to search/track resources used, create skill profiles for vendors, do availability planning and scheduling, as well as automate resource monitoring.
Contact: (905) 886-7000
Chordiant 5 from Chordiant Software
An integrated set of applications, Chordiant 5 is composed of: Marketing Director, Online Marketing Director, Mobile Marketing Director, Channel Marketing Director and OneReporting.
Marketing Director offers campaign creation and execution across multiple channels; campaigns can be personalized and multi-wave, triggered by defined events. Users also may track/analyze customer response in real-time, perform segmentation and audience selection, and combine customer knowledge and response data for a more complete view of customer behavior. Online Marketing Director and Mobile Marketing Director are add-on modules that allow users to create/track personalized messages for Web pages, e-mail campaigns and mobile devices.
Contact: (408) 517-6100
Direct Marketing Manager by Pivotal MarketFirst
One of several applications in the Pivotal Marketing product suite, Direct Marketing Manager combines marketing database activity, Web site programs and multichannel communications for an overall view of the customer, and allows users to create, analyze and segment prospects and customers for targeted campaign objectives. The lead generation and conversion functionality of this tool lends itself to the B-to-B marketer that wants to add direct marketing to its sales process.
In addition, Campaign Portal Manager allows users to assign and coordinate marketing projects across distributed marketing organizations. The Marketing Analytics™ tool offers segmentation, modeling and profiling abilities for target selection and more accurate prospecting.
Contact: (877) 748-6825
Ensemble 6.0 by DoubleClick
Acquired from Protagona in 2002, Ensemble 6.0 features four modules: Campaign Manager, Marketing Analytics, Data Integrator and Workflow Manager.
The Campaign Manager module allows users to define segments, design statistically valid tests, automate execution and report on campaign activity. Campaign definitions include waterfalls, multiple waves and multiple channels. Campaign hierarchies can be established and reused. User-defined fields allow marketers to add new variables, and comprehensive promotion history consolidates data across channels.
Workflow Manager lets marketing teams manage, collaborate, and track projects, using a standard Web browser. Project plans can be updated, as well as "rolled up" to allow higher level plans and marketing budgets to be managed actively. Information can be personalized for each team member. Data Integrator allows users to combine all marketing data—including ad hoc files—into a single repository.
Contact: (212) 683-0001
This multi-component product line includes the following modules: Campaign Management, Campaign Management for E-mail, Real-Time, Insight for Real-Time Marketing, and Insight for E-commerce.
The core product is the Campaign Management tool, which allows users to coordinate messages across all campaigns and customer touchpoints. Its OLAP and data-mining capabilities offer database segmentation and analysis, while corporate controls enable managers to maintain consistent permission-based marketing.
The software has collaborative campaign development and support for objectives, including single-shot, multi-wave and event-triggered campaigns. For example, users can create dynamic newsletter content for e-mail campaigns or variable message selection for offline channels.
Contact: (650) 356-3800
Marketing Operations Management from Matrix Technology Group
This combination of process and campaign management software provides campaign management and automation, including strategy, design and execution. Highlights are: tracking and response rate reporting; non-technical customer segmentation; vendor communication; internal process organization; centralized data connectivity; asset/form management; intellectual property management; time and expense tracking; survey creation and response capture; and business rule automation.
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.
Contact: (262) 650-8228
Salesforce.com, Enterprise Edition
A Web-based enterprise marketing solution, this software features a Marketing Automation application. This is another software solution best suited for B-to-B companies.
The Campaign Management component offers analysis and tracking response to trade shows, direct mail, advertising and other promotions. Import wizards pull leads into campaigns from offline sources such as trade shows, seminars and direct mail, eliminating manual entry. These leads can be funneled into a Lead Management application that optimizes their disbursement to the sales force for follow-up. The Campaign Management tool also provides market segmentation features, such as demographics, marketing lists and product interest.
Contact Management, Forecasting, Opportunity Management and Mass E-mail applications round out the direct marketing functionality of this solution.
Contact: (415) 901-7000
SAS Customer Relationship Management Solutions
Key tools in the product suite include SAS Marketing Automation, SAS Interaction Management, and SAS Customer Retention.
The Marketing Automation tool allows users to: measure return on campaigns; target communications at the individual or household level; schedule key campaign activities and automate regular communications according to user preferences; coordinate and optimize inbound and outbound communications over multiple channels; build predictive models and combine them with other database criteria; automatically update models based on changes to customer records; and run analysis, predictive modeling and customer communication activity from a single environment.
The Interaction Management tool creates and maintains profiles on customers from the first transaction. It also combines real-time customer tracking with historical analysis to send early warning triggers that predict customer behavior; trigger criteria can be based on time, events and behavior.
Contact: (919) 677-8000
Siebel Marketing 7
This Web-based solution offers 20 industry-specific versions to reduce the need for extensive customization.
Siebel Marketing features a central repository that captures and stores all customer, partner and employee interactions across channels. It allows users to create and automate multistage, recurring and event-triggered campaigns for offers, creative approaches and channels. Integrated workflow and collaboration capabilities allow for campaign approval and execution, financial modeling, and a marketing command center to track campaigns enterprise-wide. Standardized project plans and pre-approved templates allow for corporate control over brand and performance. Segmentation and list management capabilities assess data from any silo in the company. Customer opt-in and opt-out preferences can also be managed in real-time.
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.
Xchange 9 also features a measurement and analytics component, as well as real-time customer interaction capabilities. This enables modeling, real-time rules development, data source identification and registration, integration of data across the enterprise, and touchpoint analysis and integration.
Contact: (617) 737-2244
Need Help with Selection?
For help in selecting the campaign management tool most applicable to your needs, consider software reviews and industry guides created by consultancies such as Quaero (www.quaero.com), Aberdeen (www.aberdeen.com) and GartnerGroup (www.gartner.com).