DoubleClick today announced that it has formed an Enterprise Marketing Solutions group, which is marked by upgrades and integration of the DoubleClick Ensemble campaign management solution and the SmartPath marketing resource management solution.
The DoubleClick Enterprise Marketing Solution provides customers with a single platform to plan and manage their marketing activity across all channels, as well as a powerful segmentation engine to optimize their direct marketing and customer relationship initiatives. Unlike other combined campaign management and marketing resource management offerings, DoubleClick is focused on ensuring its marketing resource management is applicable to the entire marketing discipline and not solely to the direct marketing team. In addition, the superior campaign management capabilities ensures that direct marketers benefit from the advanced segmentation and campaign execution functionality, in addition to the platform’s multi-channel and cross discipline capabilities.
Companies such as Folksam, a large Swedish insurance company, have recognized the power of having access to a single platform that provides true enterprise-wide marketing resource management with campaign management. Lars Burman, Executive Vice President of Folksam recently commented that “DoubleClick combines best of breed planning, budgeting and workflow tools with robust customer segmentation in a single application that can operate across all of our channels, providing an important building block with which to take our marketing and customer relationship initiatives to the next level.”
In addition to integrating the Ensemble and SmartPath solutions, DoubleClick also announced upgrades to each application.
DoubleClick Ensemble 7.0
In addition to the integration with SmartPath, which introduces a new marketing resource management module for direct marketers for planning and budgeting, project management and workflow and digital asset review and approve, Ensemble 7.0 also includes:
— Flat file data integration – providing the ability to import flat files into the data base for use with Campaign Manager via a simple wizard
— Offer and channel optimizer – a tool which simplifies the optimization of multiple offers and/or channels
— Netezza data base appliance platform support
SmartPath 6.0
With the launch of SmartPath MRM 6.0, DoubleClick has introduced tailored products for marketing resource management, packaging management and job management.
SmartPath MRM 6.0 features several new enhancements to help marketers further improve the efficiency and effectiveness of their efforts. In particular, it includes:
— Charting and report layouts – to provide simpler and deeper insight and accountability to marketers
— Pop-up tasks – to enable easier integration with other applications
— Time tracking and marketing calendars – to enhance the overall workflow management process.
SmartPath Enterprise Job Management (EJM) enables customers to manage the production of marketing output including collateral and asset development and manage cost collection, marketing procurement, and compliance and vendor management. SmartPath Packaging Management (PKG) has been introduced for marketers to coordinate the production of packaging, ensuring labeling compliance and providing a component library. Both solutions also leverage the workflow, review and approve, document management and versioning, and financial management that are common to all SmartPath solutions.
“Combining multi-channel marketing planning and management capabilities with powerful segmentation and execution capabilities makes perfect sense,” said Micheal Doernberg, Vice President and General Manager of Enterprise Marketing Solutions for DoubleClick. “It brings together two of DoubleClick’s strengths and delivers a solution to customers that our competitors can’t match.”
Murdok | Breaking eBusiness News
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