BACKGROUND: U.S. West Dex sells advertising to businesses and publishes over 350 Yellow Page Directories a year.
PLATFORMS: The database resides on a U.S. West Dex-SUN Enterprise 3000 server running Oracle7.3. End users access with PCs running Windows 95.
PRODUCT FUNCTIONALITY: Key functionality provided by RMS includes: marketing campaign management, time and event-triggered marketing program management, desktop list pull and source coding, menu-driven customer profiling with the ability to recast views of the customer (company splits and consolidations), multi-level (customer, product, order, time period) segmentation, analysis and reporting.
STRENGTHS: The Campaign Management Module makes record selections based on a variety of criteria, simply and fast. Direct mail lists can literally be designed and lists pulled or e-mailed/FTPed to mail in a matter of hours. RMS allows the user to write to the database (i.e., tag customer records) and append response data. Reporting on mail campaigns is easy and can be done by anyone with basic computer skills.
WEAKNESSES: Complicated time and event-triggered mail campaigns are too difficult for the average U.S. West Dex end user to set up--so MarketVision personnel provide support in that area.
SELECTION CRITERIA: U.S. West chose MarketVision because of the functionality of the end-user tools, its ease of use, quick update process and turnaround time and the open architecture and supported platforms. The structure and experience of the MarketVision staff as a partner with us ensured our database was a success.
DELIVERABLES: With RMS, U.S. West can create customer reports at various levels including: market, product(s), customer segment (needs, behavior or demographics), time frame, revenue, sales channel, etc. Mail lists links to SPSS, SAS and DBProfile modeling tools are also included.
VENDOR SUPPORT: The vendor was proactive from the beginning and worked closely with us to define and group our marketing data into usable information. The MarketVision staff worked well with our internal IT department to ensure that feeds from and to legacy systems were correct and robust. While we had limited resources to test the system ourselves, MarketVision stepped up and helped. As minor problems were encountered, MarketVision was quick to fix the "offending code" to ensure full system availability. Post-implementation support has been great--MarketVision again proactively worked with us to ensure that the system was meeting our evolving marketing needs and has become a key player in the implementation of our loyalty program. MarketVision's primary strength in the area of support has been their ability to anticipate changes and support new directions and personnel.
DOCUMENTATION: The documentation provided is complete and comprehensive, including descriptions of all the data elements, as well as the business rules that were implemented through data roll ups and aggregations. Any computer- literate user could run RMS fairly easily by following the user manual, on-screen help and/or text-sensitive help.
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