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"integra"
suite makes bwv the marketing automation leader
in switzerland. |
| bwv
IT Solutions AG is a leading Swiss solution
provider focusing on Marketing Automation,
Business Intelligence and Analytical CRM.
The St. Galln based organization primarily
makes product based offerings. It is a partner
of arcplan, offerring Business Intelligence
solutions based on their products dynaSight/
inSight. |
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bwv IT solutions AG is an IT solutions
provider with a primary focus in Marketing
Automation, Business Intelligence and Analytical
CRM. Bwv ITS is able to offer customers
business solutions, by concentrating on
niche areas with-in the BI and customer
relationship management field. bwv ITS strives
to develop and extend long-term customer
relationships through its software and service
offerings, which is reflected in the fact
that a majority of its customers have worked
with it for 3 years or more. In order to
better manage its customer relationships,
bwv decided to build a high end product
for Campaign Management.
The desired features of the solution were
as follows:
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Ability to run multiple, multi-step campaigns |
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Ability to manage client response |
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Ability
to manage complex and sophisticated segmentation |
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Multiple communication channels - email, fax,
sms, print |
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Address de-duplication |
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Ability to plan and monitor campaign status
graphically |
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Provide Campaign statistics |
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The
system needed to be usable with multiple data
sources. |
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The system needed to be compliant with the
leading databases from Microsoft, Oracle and
IBM |
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Multi-lingual |
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A customizable product that could be sold
to third parties |
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Highly scalable and robust, able to handle
very large data volumes |
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All-e's team
worked with the bwv ITS management to
conceptualize and develop a series of
integrated products called the 'Integraline'
suite. Microsoft was selected as the
development platform. The software uses
VB, ASP, VB Script, MTS, IIS, ADO, SQL
Server, Oracle, DB2 and in-Sight/dynaSight.integraLine
suite of applications are a set of database
marketing automation and support tools
that helps in maintenance of accurate
addresses, targeting right customers
for campaigns, efficient handling of
response and there-after effective reporting
for better management. The suite comprises
of - integraBase, integraAddress, integraModel
and integraCampaign.
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Complete Marketing Automation solution |
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Helps improve Customer Loyalty and Retention |
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Greater Customer Acquisition |
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Flexible, scalable and customizable
Solution |
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bwv ITS desired to develop the system as a product
that could be customized and offered to external
customers. Developing the software as a product
required that a rich set of features be packed
in the product and the solution be customizable,
scalable and robust. Getting the solution to market
quickly, and within manageable costs therefore
became a very high priority. Bwv ITS decided to
collaborate with All e Technologies and made it
its development partner. All-e's team comprising
of Functional and Technical Consultants, worked
both from Switzerland and offshore from India
and developed the 'integraline' suite of products.
Microsoft was selected as the development platform.
The software uses VB, ASP, VB Script, MTS, IIS,
ADO, SQL Server, Oracle, DB2 and in-Sight/dynaSight.
integraLine suite of applications are database
marketing automation and support tools that help
in address management, segmentation to target
right customers for campaigns, execute multiple,
multi-step campaigns, efficient handling of responses
and there-after effective reporting for better
management.
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It
consists of the following applications:
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integraBase
- core modules for integraLine suite; used
by other applications within this suite. It
is developed in VB, C++ and SQL server under
Windows DNA architecture. |
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integraAddress - provides functionality to
treat addresses - address search, address
cleansing, household/partner identification,
data enrichment etc. It is developed as a
middleware in C++ environment. |
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integraModel - allows construction of data
model to build any data warehouse. This consists
of tools and interfaces to build and load
the data warehouse. This is developed using
XML interfaces. |
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integraCampaign - flexible software solution
for planning, realization and execution of
Direct Marketing campaigns - often a key functionality
of CRM initiatives. The core of the application
is a graphical campaign editor, in which simple
predefined building blocks are joined together
to form complex campaigns. The building blocks
contain information about target groups plus
cartographically chosen target areas that
contain information about the chosen distribution
channels. It also allows to hook up internal
and external service centers for both outbound
and inbound communications (for instance letter
shops, call centers, email applications),
tracking response and providing feedback for
future campaigns |
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Following are the key features of the solution: |
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Working
with diverse offer channels, materials and
activities |
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Multiple user and customer languages |
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Integration with external service centers
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Provision for deploying the software as a
virtual service center for letters and e-mail |
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An in-built query builder for defining the
target groups & target areas |
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A graphical work bench for definition of target
groups and monitoring of ongoing campaigns |
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Association of geographical maps for defining
target areas |
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A Graphical work place for the user to map
the data warehouse |
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Provision of associating data groups with
a client |
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Associating multiple databases for a campaign |
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Planning and scheduling of the campaign -
including potential counts, costing, material
& capacity planning |
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Design of campaign steps based upon target
groups, triggers, target areas, follow-up
of previous steps or campaigns, referring
to original se-lection elements etc. |
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A Graphical work place to define, schedule
& monitor campaigns |
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Design
of response questionnaires |
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Entry
of the response directly through a dynamic
response screen or uploading from diverse
file/ database batches |
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Analysis
of campaign, output and response addresses
etc. |
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Flexibility to work on data warehouses implemented
on diverse RDBMS platforms (e.g. Oracle, SQL
server, DB2) |
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Scalable architecture to maintain the performance
levels and distribute load on additional servers |
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An
in-built scheduler for scheduling defined
tasks |
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Provision for working in ASP mode |
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