Customers and prospects present unique profit potential. Economically originated efficiencies are being forced upon marketing budgets everywhere. This "doing more with less" requires higher rates of return on campaigns than what was previously acceptable.

Campaign management is the process of planning, managing and assessing outbound campaigns. Although consumer marketing examples will be used, this article focuses on the use of data warehouse data in campaign planning, regardless of industry. The data warehouse provides the empirical data that is needed to determine the ideal size of the campaign market, develop the target market for the campaign and assess the campaign's effectiveness in near-real time. As you will see, the key to campaign planning is up-front segmentation of the customer/prospect data into actionable segments. That's the science part, anyway. Marketing is, and always will be, a crucial art form, regardless of how much we think we can automate the process.

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