Campaign Management Software: A Comparative Analysis

This piece was written to accompany the feature story, "The Givin' is Easy," in the August 2001 issue of CRM magazine. A summary of the study referred to is available at www.destinationCRM.com/0801/links.

Charlotte, N.C.-based Quaero, a marketing analytics and automation provider, has released its second annual report, Campaign Management Software: Comparative Analysis. Quaero says this report will better assist companies that are choosing a campaign management software solution.

Quaero Answers, the company's research and education department, evaluated campaign management tools of 22 vendors and compared them on the basis of functionality, flexibility, technical architecture and price. Of the 22 vendors, 91 percent integrate with e-mail servers, 77 percent integrate with the Web and 41 percent offer response modeling capabilities. The team also lists two companies--NCR's Teradata CRM solution 4.0 and MarketFirst's MarketFirst 3.0--that offer rich segmentation, a functionality chosen as top priority of many analysis report customers polled last year.

"Besides market consolidation, our research reveals a major trend toward the convergence of operational and analytical CRM," says Quaero CEO and founder Naras Eechambadi. "Many vendors have also upgraded their capabilities to address multiple customer touch points."

Other vendors evaluated in the report include: Akio Solutions, Annuncio Software, Aprimo, BoldFish, Broadbase Software, Decision Software, Delano Technology, Digital Impact, E.piphany, e2 Communications, eGain Communications, Matrix Technology Group, Lodgistics.com, MessageMedia, PrimeResponse, Protagona Worldwide, Responsys, SAS Institute, Siebel Systems, Talisma, and Unica.

Priced at $4,500, Quaero's report, which also includes Quaero's Interactive Decision Tool that allows users to weigh criteria based on business-specific needs, can be purchased through www.quaero.com, or by calling (877) 570-2199.