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Planning faces difficult choices
When planning campaigns,
marketers are usually faced with difficult
trade-offs. There are always hard
choices between achieving the best
return on the budget, meeting the
various product and service targets,
rotating the offers so as not to bore
the customers, and still complying
with the organisational contact rules.
Spreadsheets cannot
work
Traditionally this
is resolved by a planning spreadsheet.
However experienced planners know
that no matter how good the spreadsheet,
it is impossible to balance the competing
forces satisfactorily. Campaign planning
spread sheets can only operate at
the campaign level. Today's marketers
need to plan at the customer level.
Low cost planning
tool
Contact Optimizer is
a low-cost, easy to use, planning
tool which overcomes the issue of
how to achieve an optimised campaign
plan by enabling customer level planning
for campaigns.
The optimisation
engine resolves the planning dilemma
Based on a sophisticated
customer based ‘optimisation
engine’, Contact Optimizer allows
the user to resolve the conflicting
campaign pressures and test alternative
scenarios. At last planners can resolve
the issue of optimising the campaign
budget. |
