One to One advances its CRM analytics program

One to One Interactive is installing advanced customer relationship management analytic software that it believes will cut two-thirds off the time it takes to provide online media, e-mail, lead and sales performance information to its customer base.

One to One uses an internal analytics program to provide marketers with weekly media and e-mail performance information such as site, creative, and placement performance, as well as number of qualified leads and sales transactions. But the data gathering and correlation process can take up to 3 days to complete —a time line the company looks to whittle down to one day using advanced analytic software.

Taking data from as many as 10 databases, the software performs data extraction from multiple ODBC data sources and ASCII flat files. The system also provides centralized administration for transformation an loading of data into an analytic database. "While we have been doing analytics in-house for awhile, this new CRM program will let us do it faster, as well as provide us with the ability to quickly analyze trends in the data and do more advanced analytics," says Lynne Bolen, Vice President of Marketing Services at One to One Interactive. "We will also have the ability to gain a much richer customer view by being able to combine more data sources than we had previously been capable of." One to One Interactive is installing the software from Alterian and will roll out the advanced CRM analytics program over the next several months."

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