Campaign Management & Planning
"We made a major investment in campaign management software four years ago, but we have just overrun its ability to deliver. Everyone wants to get access to the same customers. We are always at risk of message overload. And we don't have any way to manage all of our offers which continue to get more complex with each passing year. We also need to have much better linkage with our financial systems that we can communicate an ROI that makes sense to everyone." A VP of Database Marketing
Campaign management is the most established and mature of the marketing automation solutions. Unfortunately, the available products have changed little in the past decadeÑthey are fundamentally point solutions that solve one problem in isolation. Today's database marketers live in a complex multi-channel world. Additionally, direct marketers need to think just as much about offer management as they do about segmentation designs. Responding to this challenge requires a strategic solution that is built for database marketers today.
Critical Business Challenges- Cycle Time: Direct marketers are overwhelmed with pressure to keep campaign segmentations on time and within budget.
- Segmentation Complexity: There is a reason why direct marketers rely on database and SAS programmers to generate lists - building and executing marketing segmentations requires technical knowledge most direct marketers do not have.
- Database Accessibility: Creating a full view of the customer requires database flexibility - using a pre-built data model with ETL or attaching directly to a database of choice.
- Workflow: Inability to map segmentation sign-off as part of the overall campaign planning process.
- Direct Marketing Accountability: Linking direct marketing campaigns to the overall marketing plan is filled with inconsistencies and control, making accountability unattainable.
- Financial Accountability: providing offer level detail in the overall marketing financial plan
- Provides the tools and functionality needed to create a rock solid segmentation strategy - from challenger/champion to A/B testing
- Delivers the campaign and offer effectiveness you need, through embedded business intelligence using your business intelligence tool of choice.
- Reduces overall cycle time through its high performance engine leveraging OptiSelectsm
- Delivers end to end campaign management, from campaign planning (offer management, workflow, and project management) through segmentation design and execution
- Delivers a multi-channel campaign management solution that can segment 10 million to 100+ million customers.
- Deliver multi-touch dialogues to both prospects and customers
- Delivers a robust "closed-loop" solution from the up front financial planning process through to the calculation of ROI and assessment of offer effectiveness
- Provides two powerful database options: use Aprimo's built-in data schema and ETL tools or attach directly to database of choice
"The combination of Aprimo Offer Manager and Campaign Manager have changed how we do campaign management here. We now have our business analysts laying out the high level design, allocating resources to the most effective offers, and considering multiple scenarios before we code the segmentation tree. Finally we have a software package that aligns to our ideal business process." An Aprimo Customer -- Director of Database Marketing
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