HP implements $1.5m campaign management system

BANGALORE: HP Consulting is implementing a $1.5 million campaign management
system, based on the dialogue marketing automation software from US-based
Xchange Inc. (formerly known as Exchange Applications). HP Consulting is also
providing the project management, system integration and implementation
services. The system enables non-technical marketing users to perform marketing
and campaign-management functions, eliminating the bottleneck on IT programmers.

HP has also installed the campaign management system at SingTel Mobile.
Drawing information from a central customer data warehouse, the system will
allow SingTel Mobile to develop effective segmentation strategies through
querying of a customer or prospect database and profiling, claims HP. It can
automate multiple campaigns simultaneously, to continuously manage customer
relationships, states a press release issued by the company.

By compressing marketing cycle times, the system improves efficiency and
enables companies to reach customers and prospects ahead of competitors. This
also increases the number of cycle "turns", with each turn creating
new opportunities to evaluate and refine campaigns. The system also provides
consistent metrics across all campaigns to reliably measure the impact of
direct-marketing initiatives and returns on investment.

At SingTel Mobile, dialogue will be interfaced with an outbound marketing
system in its call centre, and with direct mail houses to generate mailing lists
for direct mail campaigns. The system also allows SingTel Mobile to monitor all
types of customer responses from a variety of sources, including e-mail,
telephone, mail and others, to measure the effectiveness of each campaign.