This series of columns has presented a detailed look at the capabilities of high-end campaign management software. To summarize very briefly, the key requirements are an efficient interface for handling hundreds of segments, ability for nontechnical users to generate complex selection statements and support for practical needs such as test/control splits, key codes, seed lists, promotion history, response definition, budgets and reports. Optional, but increasingly common, functions include: execution of e-mail, real-time and multistep communications; integrated statistical modeling and optimization; and marketing administration including project management, content management, work flow, calendars and portals.

The goal of this series has been to give you enough information to jumpstart the process of building your own list of system requirements. A solid requirement definition is the foundation of any successful system project. It is often the only way to ensure a project is driven by your needs rather than a vendor's capabilities.

Register or login for access to this item and much more

All Information Management content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access