Epsilon to Provide Next-Generation Marketing Platform for National Geographic

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Epsilon, a provider of online and offline marketing solutions, said yesterday that it is creating a next-generation marketing platform for the National Geographic Society that will push NGS' marketing capabilities further into the Internet age.

NGS, Washington, is a nonprofit scientific and educational organization established in 1888 to increase geographical knowledge. The society publishes four magazines -- including National Geographic, a monthly journal for society members -- as well as books, videotapes, maps and other consumer products.

Epsilon, Burlington, MA, will provide a complete technology and marketing solution for NGS, including database design and hosting, data mining and campaign management tools for both traditional direct and Web-based marketing. The solution is designed to enable NGS to implement integrated, information-driven, one-to-one marketing initiatives through all member touch points.

"Epsilon is delivering a total marketing and technology solution that bridges the gap between our legacy and online data, leverages our existing technology investments and provides a migration path as we increasingly move toward Web-based marketing initiatives," said Mary Donohoe, vice president at NGS. "This next-generation marketing platform will allow us to identify and meet our members' needs as never before."

Built on an open system computing environment and relational database, NGS' next-generation marketing platform will be the foundation of its marketing infrastructure. It will allow NGS to plan and execute highly personalized campaigns that deliver targeted communications via the member's preferred medium, and will allow NGS to create, execute, measure and monitor campaigns quickly and accurately.

The new NGS marketing platform will:

• Generate a 360-degree view of the NGS member.

• Integrate marketing capabilities across all platforms and channels via the Internet.

• Provide a flexible, state-of-the-art campaign management tool.

• Enable easy sharing of information across product groups and improve management reporting.

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