Humana Selects Knowledgebase Marketing for Consumer CRM

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Health benefits company Humana Inc. signed a multiyear, multi-million dollar contract to use KnowledgeBase Marketing's IMPACT customer relationship management solution for consumer marketing, Knowledgebase said yesterday.


Humana, Louisville, KY, has 6.6 million medical members in the United States and Puerto Rico. Humana has been using Impact as its commercial marketing database solution for the past two years. It lets the company provide direct response marketing support to its multiple business lines, in addition to Medicare. IMPACT is also expected to create additional outside revenue opportunities for Humana by leveraging its in-house marketing ability to create and execute marketing campaigns for outside clients.


Humana will use IMPACT for tasks such as tracking of all customer touch points, promotion and response history, and analyzing customer demographics, products, promotions and response.


Access to both Humana's commercial and consumer databases is available via a Web-based portal.


Knowledgebase Marketing, Richardson, TX, is a Wunderman company.


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