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July 26, 1999

Net Marketing Support

Prime Response suite to support Web and E-mail campaigns

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Services, Software Offered For Marketing Automation

Automated Marketing
arketing automation vendor Prime Response Inc. will introduce this week an upgrade to its Prime Vantage suite that adds support for marketing campaigns conducted via the Web or E-mail.

The Internet is new territory for Prime Response, which is an established vendor of more conventional forms of customer-contact software. With the upgraded suite, called Prime@Vantage.com, Prime Response is expanding into an area that includes newer players to the marketing automation market, such as Annuncio Software Inc. and Rubric Inc.

Prime@Vantage.com's software includes analysis capabilities to identify areas of marketing waste, target future customers, and tailor promotions for those customers. Its automation function is designed to help companies increase cross-selling opportunities and improve execution of marketing campaigns. The upgraded suite also includes tools that will let companies instantly personalize their Web sites for customers accessing them, based on those customers' registration profiles and histories. An E-mail component in the suite lets marketers distribute personalized messages to customers based on similar information.

E-commerce company Priceline.com Inc. plans to implement Prime@Vantage.com late this year, says CIO Ron Rose. Priceline.com is testing the software, and it will play a key role in letting the company develop more personalized marketing campaigns, Rose says. It will also help Priceline.com integrate all of its methods of customer interaction, including call centers, the Web, and E-mail. "If you don't have an infrastructure that gives you a consistent way to monitor your interactions with your customers," he says, "then you'll have a fragmented vision of what your customers are experiencing."

Prime@Vantage.com will be available in the fourth quarter, with average installation costs ranging from $400,000 to $1 million.

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