A Campaign Management solution can enable businesses to develop and manage personalized customer communications strategies and the timely delivery of offers. It allows users to rapidly create, modify and manage multi-channel, multi-wave marketing campaigns that integrate easily with any fulfillment channel, automatically producing outbound (contact) and inbound (response) communication history. Users can define target segments, prioritize selection rules, prioritize offers across multiple campaigns and channels, select communication channels, schedule and execute campaigns, and perform advanced analyses to predict and evaluate the success of customer communications.

Most of today’s solutions provide the capability to represent complex data structures in a format appealing and comprehensible for business users in order for them to make business decisions. These capabilities provides a business metadata layer shielding users from the complexity of data structures and guarantee operational efficiencies when dealing with customer data for campaign purposes.

These solutions also provide users with a single intuitive graphical user interface (GUI), based on drag and drop tools to provide a single point of managing all campaign tasks and activities – marketing briefs, campaign details, campaign segmentation and targeting logic, campaign workflow including treatments (offers), communications, delivery channels, scheduling and execution and response attribution.

Some of these solutions also have the capability to extend the core solution into a powerful real-time decision engine that can enable businesses to easily keep pace with market and customer demands – without overtaxing IT resources. Through an interactive user interface, users can construct and implement decision flows that allow them to deploy analytical/predictive models in a real-time context, to manage critical customer interactions across all channels. Hence, being able to deliver the Next Best Offer/Next Best Action to a customer no matter what channel they are interacting with.

The real-time decision making capability interacts with customer touch points (for example; call centre, Web Applications, Mobile Applications, social media, kiosks and POS) and back-end enterprise systems via web services. High-performance operation is assured; guaranteeing that the best decision is provided for each customer, via all inbound channels, regardless of the transaction volume.