Prime Response Inc., an integrated relationship marketing company focusing on customer relationship management, is set to announce a new Web-based product on Monday that will allow marketers to track their campaigns in real time. Prime Response, Boston, will debut the marketing tool at the Direct Marketing Association’s net.marketing fall conference and exhibition in Boston.
The product — Marketing Mission Control — will be available to Prime Response’s customers in the fourth quarter of this year.
Prime Response representatives said the portal technology, licensed from Viador, Mountain View, CA, aims to offer marketers a Web “command center” where they can track and control active campaign results. Marketing Mission Control — www.marketingmissioncontrol.com — will also enable marketers to view ongoing campaign feedback across integrated marketing channels, including traditional, online and wireless, representatives said.
“Marketing Mission Control [will] provide that real-time feedback on results,” said Willem Mass, director of product development at Prime Response. “It [will allow] marketers to test and refine campaigns as they go.”
The new portal technology plans to offer marketers more than 100 customized reports that would analyze a campaign’s financial performance, status and overall effectiveness, said Steven Gal, vice president of marketing at Prime Response.
Gal also reported that marketers would be able to access Marketing Mission Control from any Web browser.
