DMW Debuts Database Marketing Audit

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DMW, a Dimac marketing partner and direct response agency, has introduced its Database Marketing and Interactive Solutions Audit.

The system is designed to help companies assess their customer relationship management, database marketing and interactive solutions capabilities.

To assess its clients' needs, DMW audits all internal capabilities and processes and interviews stakeholders, as well as outside vendors when appropriate. This information lets DMW recommend best-of-breed solutions that are most cost-efficient and those that have the fastest time to market.

"As an agency, we bring something to the table that most companies cannot: a completely neutral view of the situation," said Richard Tooker, senior vice president of database marketing for Wayne, PA-based DMW. "We're not a vendor, so we're not wedded to sell an internal solution. Rather, we can recommend the vendor that best fits the client's needs. DMW's experience can provide a shortcut to companies wanting to fast-track technology and marketing initiatives in database marketing and interactive solutions."

DMW said it developed the audit because many companies are selling CRM solutions and companies that want to build a CRM infrastructure are confused about what to buy and from whom. Companies keep spending money and end up with redundant systems that are inappropriate for their needs, DMW said. To help avoid further costly mistakes, experts recommend that companies have a formal evaluation of their CRM program by an unbiased party that has no ties to one software program or one company.

As a result of a beta test of the service, Royal Neighbors of America has retained DMW to conduct an audit to determine its needs and find appropriate solutions.

The Rock Island, IL-based fraternal life insurance society hired DMW in partnership with LIMRA International to assess its needs for database marketing technologies and interactive services for the society's field representatives, as well as to conduct primary research of members' attitudes toward the society's benefits. As a result of the audit, Royal Neighbors retained two DMW-recommended firms to help develop the infrastructure needed to accomplish their goals.

Imc2, an interactive marketing agency headquartered in Dallas, was selected to create and build a company intranet, an extranet for the field representatives, a member site and "virtual chapter" services for the Royal Neighbors membership. The firm was selected based on its record of successful implementations for national marketers and its experience in developing initiatives targeted to women, the primary audience for the Royal Neighbors message.

MBS, a database marketing services firm in Central Islip, NY, will create a marketing database and campaign management capability for Royal Neighbors to use in CRM initiatives targeted to the membership.


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