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Maplin upgrades campaign management with Alterian

LONDON – Maplin Electronics, the electrical retailer, has upgraded its campaign management by tying up with database marketing firm Alterian and its MarkIT software.

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MarkIT Manager will allow Maplin to plan, measure and report on its multi-channel marketing activity on a 24-hour basis, enabling it to execute more effective campaigns.

It will also reduce the time that it takes for the store to plan campaigns -- whether in-store, online or catalogue -- and increase response rates. The new system will deliver management information into other areas of its business in the future.

Nigel Fawcett, IT director at Maplin Electronics, said: "We need to have greater visibility of how effective our campaigns are. In the past, we had to wait until the end of our four-week promotions for results, now we know what's working and what's not on a daily basis."

Alterian technology currently helps organisations such as Merrill Lynch, the Daily Telegraph, Amnesty International and Vodafone.

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