*Exchange Applications Introduces Planning Tool for eCRM
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.