While sophisticated segmentation (discussed in last month's column) is the primary requirement for a high-end campaign manager, these systems share other features as well. Most of these functions are related to user convenience and flexibility rather than campaign complexity.
Review selected records. Many systems allow users to browse the actual records selected for each campaign segment to ensure the correct customers have been chosen. This review should display both primary customer records and related subsidiary records such as transactions. In addition, the system should generate a statistical profile of records in each segment to provide another check of the accuracy of the selection. Users should be able to specify the fields displayed in the record review and the statistics provided in the profile. Usually, one may establish a default view for each which can be modified in special situations. The reviews must be available before the campaign is actually executed.
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