ttune Inc. unveiled software last week to
help companies develop marketing strategies, implement marketing campaigns, and analyze their
effects.
The startup calls its Attune Activity Resource Center "marketing-optimization" software in an
attempt to differentiate itself from other marketing-automation vendors. The software helps
users plan marketing strategies and allocate resources based on market trend analysis, revenue,
customer-acquisition goals, and customer-retention targets; calculates the success of
marketing campaigns; and handles the logistics of campaign planning.
That's a potent combination for EnterCitement, an entertainment company that's building a
510-acre, $160 million theme park near Indianapolis. The company will start testing the Attune
software next week for its planning and implementation strategies. "Once we start turning the
turnstiles, we can analyze what we've done," says Roger Kurz, EnterCitement's senior VP of
marketing.
EnterCitement has done such analysis previously, he says, but "not as efficiently and
effectively." For instance, as the theme park nears its completion, the company might turn to its
advertising and marketing personnel to develop strategies for marketing partnerships with
fast-food chains in the Midwest. The software could let the executives collaborate and share
ideas, as well as tap market analysis to see which schemes are likely to work.
Once strategy and tactics are decided, the Attune software can take care of the minute details
required to get marketing materials to the correct restaurants. When customers start taking
advantage of promotions and entering the park's gates, the software can let EnterCitement know
which locations have succeeded with the campaign.
Activity Resource Center will be available this fall. Pricing will start at $12,500.