Reader's Digest moves Food and Entertainment arm to SaaS

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Reader's Digest Association (RDA) has tapped Revel Consulting to help add software-as-a-service (SaaS) to some of its current CRM platforms.

The goal for RDA is to streamline sales and marketing data for its food and entertainment group, which includes allrecipes.com, Every Day with Rachel Ray and Taste of Home. Per the agreement, Revel will help the food and entertainment group define and then put into place a widespread SaaS strategy, using the Salesforce.com infrastructure. The idea is to maximize the company's ad sales lifecycle, increasing opportunities for bundling, cross-selling and up-selling ads across properties.

“The combination of Revel's industry expertise in SaaS and direct access to their senior consultants made the difference,” Kelly Kolb, director of business intelligence for Allrecipes.com, said in a statement. “We needed a team with experience integrating different tech platforms into Salesforce.com in a way that meets our business needs.”

The new system created by Revel will harness data collected from Web, print and other sources for all of the food and entertainment brands. In dealing with such a large amount of data, SaaS's comparative ease-of-use and time to market were key selling points.

Reader's Digest is such a recognized brand and an international conglomerate with so many subsidiaries, and a hosted solution internally would take so much time to deploy,” explained Arif Samad, director of solutions integration for Revel's SaaS practice. “But the SaaS unifies that and gets them up and running.”

Samad said the first phase of the project, which is to get all branches of the food and entertainment arm using the same salesforce.com system, should be completed by mid-February.

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