Business Objects Hooks Orvis

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The Orvis Co., the oldest U.S. mail-order company, is replacing its legacy marketing analysis systems with a business intelligence solution from Business Objects, the provider of BI solutions said yesterday.


Orvis selected Business Objects as its standard over several competing BI vendors. Exigent Partners, a Business Objects value-added reseller and a contributor to the midmarket initiative for Business Objects, is helping Orvis with its implementation.


Orvis, Manchester, VT, markets and sells clothing, home furnishings, accessories and gifts internationally through retail stores, print catalogs, a dealer network and at www.orvis.com.


Orvis will use Business Objects as the analytics and reporting interface for its multichannel retailing operations. Also, Business Objects Set Analysis, an engine that helps organizations define, track and analyze data segments, lets Orvis more easily track customer behavior and monitor buying patterns to improve customer loyalty.


By standardizing on Business Objects, Orvis will be able to quickly identify and segment key customers and track their spending habits over time and by geographic region.


Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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