The CRM infrastructure provider, Wheelhouse Corp., has given CMP Media business technology group the power to forge relationships with more than 2.5 million technology professionals.
The Wheelhouse campaign management system has allowed CMP Media to consolidate customer lists across multiple publications, web sites, trade shows and newsletters.
Prior to implementing this solution, CMP relied on multiple outsourced services, which did not provide the view into customer data needed for effective multi-channel marketing. It implemented the system to cross-sell to the customers of its business technology media products.
CMP expects the implementation to save principally in external list rentals, the associated direct mail postage, and creative marketing costs.
The campaign analytics system allows the media company to synthesize and take ownership of its customer data for CRM initiatives. The system, based on E.piphany E.5, integrates CMP's Oracle database and Sun Solaris servers with data from the external fulfillment services, which provide weekly updated lists of new subscribers and potential customers.