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Aprimo Enhances It Relationship Manager Solution
A new user interface and tighter integrations with other Aprimo products top the list of upgrades.
Posted Oct 22, 2012
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Aprimo, a Teradata company and a provider of cloud-based integrated marketing management solutions, today announced that its Aprimo Relationship Manager(ARM) 6.6 now offers an enhanced user interface and a digital messaging solution, as well as new social network segmentation and tighter inbound and outbound marketing integration. The capabilities of Aprimo Real-Time Interaction Manager and the recently announced Aprimo Digital Messaging Center are now seamlessly integrated into ARM.

"ARM is and always will be a solution built by marketers for marketers, so we're constantly enhancing the solution to meet the needs of an evolving marketplace," said Aprimo president Bob Boehnlein, in a statement. "To our customers, the 'I' in IMM, integration, is key to developing a full picture of who their prospects are and how best to engage them across multiple channels. ARM does this more effectively than any solution available today."

Margaret Lee Sun, head of customer marketing data technology at Standard Bank, agreed. "As a leading financial institution, Standard Bank relies heavily on integrated messaging and campaign management technologies to engage with our customers. We are impressed with the database segmentation and messaging capabilities that have been integrated in this new version of ARM 6.6, and look forward to getting closer to our customers by partnering with Aprimo."

The ARM advantage starts with its enhanced UI, which turns a screen into a dashboard for execution, management, and insights. It includes new common whiteboards and streamlined navigation to improve cross-team efficiency. Behind this interface is an engine that enables marketers to finely tune campaigns. From a single platform they can manage inbound and outbound communications, including precise customization that leverages multiple channels to create a complete personality profile for prospects, and tailors offers accordingly.

All activity is measurable through advanced campaign analytics that offer both ad hoc analysis as well as detailed revenue vs. cost, channel ROI, and response metrics. A new Reporting Workbench with data visualization tools, including geography and heat maps, enables point-and-click reporting. The ability to perform segmentation in Oracle and remote Teradata systems has also been added.

Another capability is ARM's integration with Aprimo's recently announced Digital Messaging Center, a digital marketing solution that serves as a centralized, expansive hub where marketers can combine insights gleaned from analytics with advanced segmentation strategies to deliver a consistent customer experience and relevant, timely offers across both online and offline channels.

Additionally, as part of the integration users now have a new Social Adapter that enables marketers to target communications based on data from social networks. The tool captures customer preferences and other information from Facebook, including personal interests, "Likes" and friends, and automatically integrates it with preexisting cross-channel data. This dramatically enhances Aprimo's campaign management capabilities and delivers unprecedented levels of personalization.

And DeAnna Blair, an Aprimo customer serving on the Aprimo Product Advisory Council, added, "I appreciate the way Aprimo has incorporated the council's requests and recommendations into ARM 6.6. The enhanced user whiteboard plus real-time interaction and digital messaging capabilities that have been integrated into this new version are significant, and I believe marketing customers will continue to benefit as Aprimo advances towards its integrated, multichannel marketing vision."


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