Study Tracks CRM Evolution

Share this content:
Meridien Research, a financial technology analyst firm, released a report yesterday examining the evolution of campaign management systems and a number of products currently available.


The report, titled "Campaign Management Update: Cover Your Asset," found that state-of-the-art campaign management systems are no longer simply tools to automate direct marketing campaigns. Instead, they now provide personalized information that can allow a financial institution to meet acquisition, loyalty, retention and relationship development objectives by enhancing its knowledge of customers.


"Financial institutions should choose CRM products with a view beyond the immediate task at hand and consider the importance of the customer knowledge asset that they are building," said Dennis Behrman, analyst at Meridien, Newton, MA, and author of the report. "It is critical that this asset survives despite ongoing campaign management software decisions and implementations."


The report described baseline solution capabilities, identified important considerations when implementing a campaign management system and discussed event-based marketing, a new breed of direct marketing solution.


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above