CRM - February 2008 - (Page 46)

RE:TOOLING BY JESSICA TSAI in this issue ■ CRM USER COMPANIES Marketing needs to manage the back end to free up time better spent delivering relevant creative material and addressing individual customer needs. References are to the first page of the story or section in which the company appears. AAA Southern New England (AAA) 27 ABN-AMRO 8 Allstate 8 Apple 27 AT&T 8 Automobile Association of America (AAA) 8, 27 BlueRoads 44 BT Group 27 Capital One 37 Collette Vacations 22 E*Trade 8 eBay 27 Eddie Bauer 8 ExxonMobil 50 Facebook 27 Gateway (Acer) 8 General Electric 8 Harrah’s 37 J.C. Penney Co 8 Knology 43 L.L.Bean 8 Microsoft 22 Molex Premise Networks 42 Origen Financial 42 Pathology Associates Medical Laboratories 22 Pfizer 27 Philip Morris USA (Altria) 50 Sermo.com 27 Silicon Image 45 Thomas & King 37 Verizon 8 Vodafone 8 Business Problem: Marketing resource management Tech Solution: software Drowning in data, marketers find it difficult to manage customers in Excel sheets. So they turn to marketing automation software to streamline processes such as lead generation management, CRM, campaign management, and email marketing management. Targeting often-technophobic marketers, software providers have developed more user-friendly products that are accessible at reduced costs—and many require little or no technology support. > > Product: Unica MarketingCentral Delivery Model: Web-based software Price: Subscriptions start as low as a couple of hundred dollars per month, and range from $10,000 to $50,000 per year. Business Benefits: MarketingCentral caters to small and midsize businesses, empowering them with a marketing automation tool once previously attainable only by large enterprises. The application provides more efficiency internally for better campaign planning and the ability to reuse past work. With an integrated system, multiple departments can simultaneously work on (and communicate about) a campaign. Functionality: A pure on-demand marketing resource management solution, all of MarketingCentral’s tools are flexible and integrated, requiring little to no technological training. Businesses are able to automate various administrative duties including budgeting, scheduling, results tracking, digital asset management, workflow management, event calendars, and scheduling. The software also reports on underperforming campaigns and investments, providing alerts to signal a remedy. Contact: Unica Corp. at 1-877-864-2261; or visit www.unica.com. > > Product: Alterian Marketing Services Platform Delivery Model: Web-based and installed software Price: Subscriptions start at $50,000 for an average term of three years. Business Benefits: Alterian’s Marketing Services Platform provides the opportunity to utilize a whole suite of applications to manage all marketing efforts. The platform is accessible on a drag-and-drop intuitive interface common to all users. Data is accessible across all platform applications, as well as from all channels, departments, and geographic locations. Functionality: Once siloed functions, marketing applications on Alterian’s platform share a single data architecture in an integrated environment. Data from all applications is stored in the Alterian Engine, located within Alterian’s marketing data infrastructure. Capabilities include analytical and business reporting, campaign manager, customer selection planner, contact optimizer, dynamic messenger, and Alterian Modeling and Modeling-KXEN. ■ADVERTISERS Accent Marketing back cover www.accentonline.com 1-866-623-0018 AIIM International— The Content & Information Management Event inside back cover www.aiimexpo.com/conference LongJump 11 www.longjump.com/testdrive Microsoft Dynamics CRM 15 www.DynamicsCRMLaunch1.com Oracle inside front cover www.CRMOnDemand.com 1-866-906-7878 Practical Books 47 www.infotoday.com 1-800-300-9868 RightNow Technologies 5 www.rightnow.com/thule SalesGuru.com 31 www.salesguru.com Sterling Commerce 9 www.sterlingcommerce.com/retail Contact: Alterian at 1-312-704-1700; email info@alterian.com; or visit www.alterian.com. > > Product: SAS Marketing Automation Delivery Model: Web-based and installed software Price: Subscriptions start at $227,000 per year. Business Benefits: Recognizing the limited budgets marketers struggle with, SAS Marketing Automation aims to provide businesses with the tools to distinguish their most valuable customers and direct resources accordingly. Businesses can follow their customers throughout the entire life cycle—providing more user-friendly analytic capabilities along the way—and are able to execute their customer communication strategies in a more personalized and timely manner. Functionality: SAS provides an integrated solution that handles various processes involved in marketing: comprehensive data management, campaign management, and advanced customer analytics. Marketing Automation is part of SAS Customer Intelligence solutions, which can be extended through integration with other SAS solutions: SAS Marketing Optimization, SAS Interaction Management, and SAS Digital Marketing. ■WEB EVENTS LucidEra Webinar 13 www.destinationcrm.com/webevents/lucidera/20feb2008 Microsoft Webinar 14 www.destinationcrm.com/webevents/microsoft/06feb2008 SPSS Webinar 16 www.destinationcrm.com/webevents/SPSS/13feb2008 Contact: SAS Institute at 1-919-677-8000; or visit www.sas.com. Contact Editorial Assistant Jessica Tsai at jtsai@destinationCRM.com. 46 CUSTOMER RELATIONSHIP MANAGEMENT | FEBRUARY 2008 http://Sermo.com http://www.unica.com http://www.accentonline.com http://www.aiimexpo.com/conference http://www.longjump.com/testdrive http://www.DynamicsCRMLaunch1.com http://www.CRMOnDemand.com http://www.alterian.com http://www.infotoday.com http://www.rightnow.com/thule http://SalesGuru.com http://www.salesguru.com http://www.sterlingcommerce.com/retail http://www.destinationcrm.com/webevents/lucidera/20feb2008 http://www.sas.com http://www.destinationcrm.com/webevents/microsoft/06feb2008 http://www.destinationcrm.com/webevents/SPSS/13feb2008

Table of Contents Feed for the Digital Edition of CRM - February 2008

CRM - February 2008 Contents Front Office Reality Check Customer Centricity The Tipping Point The Loyalty Riddle CRM Drives Down-Market Out of the Gate: Marketers Rate ’08 Traits The Pulse Consultants Adapt to CRM’s Changing Landscape Required Reading Cover Story: CRM Gets Serious Contact Center Solutions Always On Rumble in the Office The Smallest Slice Tying Up Cable’s Loose Ends Burning Up the Paper Trail Sunny Skies for Knology No More Bumps for BlueRoads Secret of My Success Re:Tooling Scouting Report Pint of View

CRM - February 2008

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