*Exchange Applications Introduces Planning Tool for eCRM

Share this article:
ORLANDO, FL--Customer relationship marketing vendor Exchange Applications, Boston, is announcing the availability of its new intelligent planning tool for eCRM today at the National Center for Database Marketing Conference & Exhibiton here.


According to Exchange, the tool -- called Campaign Optimizer -- helps businesses solve difficult qualitative problems introduced by eCRM: namely the factoring together of dozens of variables and constraints in an attempt to identify the most profitable combinations of offers and channels for their target customer segments.


The tool, which is being sold as an add-on module to ValEx, Exchange's campaign management tool, allows companies to: consider customer profiles and preferences from a large number of choices; determine the optimal offer for a particular set of customers; ensure that customers are contacted using only the most relevant, personalized offers; and select the most effective online or offline channels for customer communications.


"In the past, marketers have been able to segment customers and even predict likely behaviors based on analytical data," said Andy Frawley, chairman/CEO of Exchange. "But at the end of the day, there was still a leap of faith involving channel seletion and constraints, and whether or not a campaign would increase customer value. Campaign Optimizer takes the guesswork out of the process, by enabling marketers to estimate outcomes beforehand, and then optimize offers and channels for each customer segment."


Frawley noted that the emergence of the Web as a customer channel has made these decisons more complicated.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.