Donnelly Marketing is installing advanced customer relationship management analytic software that it believes will cut two-thirds off the time it takes to provide sales and demographic information to its sales base. Donnelly uses an internal analytics program to provide marketers with customer demographic information, as well as household, phone number and shopping history information. But the data gathering and correlation process could take up 120 days to complete – a time line the company has whittled down to one month using advanced analytic software. Taking data from as many as 130 databases, the software performs data extraction from multiple ODBC data sources and ASCII flat files and has centralized administration for transformations or loading. "We have been doing analytics inhouse for awhile, this new CRM program lets us do it faster," says Dave Cash, director of database sales at Donnelly Marketing. "We can bring in data from disparate sources more quickly." Donnelly is installing the software from Alterian and will roll out the advanced CRM analytics program over the next several months."

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