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Attune Marketing Debuts as First Comprehensive E-Business Platform for Marketing Automation
Cincinnati Bell signs on
NEW YORK (September 1, 1999) – Attune™ Marketing, a new breed of Marketing Automation software—termed Marketing Optimization—was unveiled at the DCI sponsored CRM Show in New York City today. The first ever e-business platform for marketing organizations, Attune™ Marketing is designed to help companies significantly increase the return on their marketing investments by empowering marketing organizations to:- Optimize their strategic planning;
- Gain a strategic view of all their marketing activities;
- Streamline the implementations of marketing activities;
- Maintain real-time links with their marketing service providers;
- Better utilize marketing resources;
- More accurately analyze the true cost and effectiveness of marketing efforts, and
- Develop and propagate best practices across the enterprise.
"Attune™ Marketing gives marketing organizations what sales and finance organizations have had for years…a technology solution designed specifically to streamline marketing operations and boost return on investment," said Bill Godfrey, president and CEO of Attune. Attune™ Marketing is the flagship solution from Attune Incorporated, and has been designed for both business-to-business and business-to-consumer marketing organizations.
"Attune™ Marketing Features Are Impressive"
Cincinnati Bell, one of the nation's largest independent telecommunications companies, announced that it is starting a pilot program using Attune™ Marketing.
Cincinnati Bell Telephone selected Attune™ Marketing to aid its business marketing group in managing its dynamic, multi-segment/multi-channel marketing effort, and in reaching its aggressive marketing and sales goals.
"To succeed in an era of mass customization, we must know our customer well and be sure our marketing strategies are on-target," said Nelson Lees, director, business marketing for Cincinnati Bell Telephone. "Attune™ Marketing is a robust solution that will help us develop and consolidate our dozens of marketing strategies and activities, and provide a strategic view of our marketing efforts. We will have a central repository for all of our marketing strategies and activities; real-time updates on the progress and success of programs and the ability to easily and quickly understand how our marketing activities relate to those of other business groups in the company. Although a customer may interact with several groups within Cincinnati Bell—residential, business, wireless, directory and others—we always want the customer to know they are dealing with one company that understands their various needs."
The Attune Marketing Optimization solution is different from traditional Marketing Automation because it has taken a "platform" approach versus the more tactical "point product" approach. Attune™ Marketing features the three complete phases needed by a marketing organization—Planning, Staging & Delivery, and Analysis—that uniquely enable companies to align marketing activities with corporate objectives, analyze the success of activities, capture successful processes and make informed choices about which activities should be continued in the next planning phase.
"Companies require solutions that enable them to anticipate the ever-changing needs of their customers and quickly revise marketing strategies to address those needs," said Robert Mirani, director of Customer Relationship Management Strategies for the Yankee Group. "Attune™ Marketing delivers the tools necessary for companies looking to support a customer-driven marketing strategy."
Solution Features its Own Patent-Pending Data Mart Technology
Another feature unique to Attune™ Marketing is its patent-pending data mart technology, which enables companies to leverage their existing technology investments. This technology allows marketing departments to better target their marketing efforts by utilizing audience information that’s already available in separate databases throughout the organization, including data used in Sales Force Automation, Customer Relationship Management, order entry and other initiatives.
Attune’s data mart technology is completely configurable by the customer and the number of data sources are unlimited. In addition, the data mart can handle extended attributes, such as order histories or personal preferences, for additional audience profiling. These capabilities are setting the new standard for optimizing one-to-one marketing efforts.
"As an all-in-one solution, Attune™ Marketing allows marketing professionals to orchestrate the marketing process, bringing clarity and ease to a complicated process," said Godfrey. "Since marketing has become 20 percent creativity and 80 percent process, Attune™ Marketing helps marketing professionals gain back more of their creative time."
The Attune™ Marketing platform is designed for companies of all sizes. Pricing scenarios include $25,000 for a five-user system and $100,000 for a 20-user system. Priced to scale up or down based on customer need, Attune™ Marketing provides significantly more value than any marketing-focused solution available today.
Attune™ Marketing will be released October 1 and is available today by calling 1-317-705-5300 or by visiting the Attune web site at http://www.attune.com.
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About Attune Incorporated
Attune, Incorporated is a dynamic, high-growth software company focused on bringing the science of technology to the art of marketing. Attune is headquartered in Indianapolis, Ind. and has offices in Atlanta; Boston; Chicago; Dallas; Minneapolis; Naples, Fla.; Phoenix and Philadelphia. For more information, please visit Attune’s web site at http://www.attune.com.
Editorial Contact:
Mara Conklin
Clarus Communications
847-816-9411
mlconklin@earthlink.net
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