Business Problem: Tech Solution: Event-Based Marketing Tools: Marketing Campaigns Are Failing to Deliver Targeted, Relevant Messages to Customers

By Beasty, Colin | CRM Magazine, February 2006 | Go to article overview

Business Problem: Tech Solution: Event-Based Marketing Tools: Marketing Campaigns Are Failing to Deliver Targeted, Relevant Messages to Customers


Beasty, Colin, CRM Magazine


Rather than bombarding consumers with a continuous stream of irrelevant messages about product offers, organizations must understand their customers' dynamic and individual needs. Consumers are looking for more relevance and demanding that companies contact them only at those moments when they're ready to obtain services or purchase products, while companies are seeking to engage them with more efficient and effective marketing methods. This direct marketing capability can be administered using event-based marketing (EBM) tools.

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Product:

ATG Adaptive Scenario Engine

Delivery Model: installed software

Price: $50,000 per CPU

Business Benefits: Adaptive Scenario Engine (ASE) increases sales and improves service across channels by using a mix of customer data and behavior, including account history, Web site and call center interactions, and demographic information, to create precise profiles that help companies target their marketing messages to the right audience at the right time. ASE also automates the front- and back-end processes to enable IT departments to reduce labor and lower customer acquisition costs, hopefully improving customer satisfaction and loyalty in the process.

Capabilities/Functionality: ASE includes a scenario template for customer retention and other common initiatives, profile building, and click-through tracking that can be adapted to specific needs. Profile management functionality allows a marketing department to create customer profiles based on a fully customizable set of attributes. ASE also allows marketers to group customers into segments and automatically move them among segments as their preferences or behaviors change. Content targeting and scenario personalization target customers with more personalized, relevant email. For example, a high-net-worth individual who logs on to an investment company's Web site will see different articles, fund information, and research from what a lower-net-worth customer might see.

Contact: ATG at 617-386-1000; email atgsales@atg.com; or visit www.atg.com

Product:

SynapseEBM

Delivery Model: installed software

Price: as little as $150,000 in the first year; pricing varies based on add-on modules

Business Benefits: A solution focused on meeting the needs of financial institutions, SynapseEBM uses transaction behavior patterns to provide cross-sell, upsell, and retention opportunities. …

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