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.

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.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Catherine Kehoe

A day in the life of Jozef Wallis

A day in the life of Jozef Wallis

A day in the life of Arthur Kay

A day in the life of Arthur Kay

A day in the life of Daniel Kaplansky

A day in the life of Daniel Kaplansky

Have an exciting Christmas in EC1

Have an exciting Christmas in EC1