Dialog Adds Multichannel Marketing

Revenio Inc. is expected today to announce the second version of its Dialog marketing system, which allows marketers to run pre-scheduled promotions across e-mail, direct mail, telemarketing and retail.

The major feature in the new version is Traffic Cop, which is designed to make sure prospects and customers do not receive multiple calls, e-mails or direct mail pieces about the same promotion. The system can be programmed to make sure only one pitch is made.

Dialog largely depends on eliciting responses from consumers. No matter how the responses are gathered, the system will react according to a set of rules programmed into the software by the marketer.

A credit card/financial company could use telemarketers to target card members who have not used their accounts in the prior six months. Telemarketers could express a concern about the functionality of the card and follow up with a query. The system would then react to a number of responses.

The system includes real-time reports that allow marketers to see what promotions have been offered and what pitches will be made to each customer. In addition, rules can be rewritten or altered by people without technical backgrounds.

Janet Logan, vice president of marketing at Revenio, Burlington, MA, said firms typically meet with her company to coordinate the schematic programs. She added that the system could be used to introduce brands to consumers and develop lifetime customers.

“You know that you are always doing the right thing to win customers back,” Logan said. “You don't have to think about it. You can basically sit back on autopilot.”

The system has a one-time fee of $250,000. A pilot program, hosted by Revenio, is also available for about $100,000 for companies that want to test the product before purchasing it. Logan said pilot programs can vary greatly, and most would last “a few months.”

More information can be found at revenio.com.

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