Mercer, Applied Predictive Technologies Form Marketing Alliance

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Mercer Management Consulting, New York, a corporate strategy consultancy, and Applied Predictive Technologies Inc., New York, a customer relationship management marketing software vendor, announced a strategic marketing alliance yesterday designed to help their clients improve the effectiveness of their marketing efforts.


The alliance combines Mercer's Nexperiment solution -- a tool that allows a company to test, analyze and improve marketing programs, including offers, promotion, pricing, sales and support -- with the software capabilities of APT, which allows businesses to load and test upsell, cross-sell and retention campaigns.


Mercer's Nexperiment, combined with APT's software solutions, will allow companies to make money off their CRM investments by testing thousands of marketing alternatives efficiently, according to both companies.


"Long-term success in real-time marketing requires an emphasis on rapid prototyping and a test-and-learn mentality," said Jim Manzi, founder/CEO of APT. "Too many e-commerce businesses have failed in this fast-moving market because they were unable to bring value to their online channels."


Eric Almquist, a Mercer vice president, noted that marketing has become more challenging, in part because of a glut of goods and services.


"Customers are evaluating more value propositions from more companies," he said. "If you don't get your offers right, your promotions on target and prices optimized for profit, you will lose the game."


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