At Cognito, we believe that today's Marketers need Innovative, yet Practical, Approaches to both improve and Measure Performance, allowing them to realise defined ROI and payback for marketing programs within short time frames. The Campaign Executive Marketing Suite was designed for such a reason. Designed specifically for marketers, it addresses the business and marketing challenges of today by providing 3 pillars of functionality that enable success in relationship marketing.

Segmenting your customer base and then precisely targeting for direct campaigns involves a number of steps to ensure that the right message is delivered to the right people. Cognito’s Customer Segmentation and Targeting functionality provides a full-featured planning tool to generate and manage all your customer segments, profiles and business rule for customer engagement. By incorporating sophisticated segmentation and targeting into the overall campaign management process, more efficient and effective programs can be designed, executed, tracked and analysed.

Some of the capabilities are:   An intuitive, drag-and-drop graphical interface enables marketers to quickly define from the simplest to most sophisticated customer segments. An immediate “count” shows the number of customers in that segment. The ability to set up, maintain and share local and global inclusion and exclusion rules (suppression, business, best practice, customer contact rules etc) across all or specific campaigns in order to improve targeting and reduce returned mail, non-responses and customer dissatisfaction.  Automatic targeting and de-duplication capabilities enable marketers to quickly switch between the audience they are communicating to. For example, do I market to an individual, household, account or service? If I market to a household, I would like the communication to go to the primary account holder. Sophisticated Testing Capabilities allow marketers to scientifically select their cut-down audience, either by a random selection or a sorted record selection. To test their marketing offers, marketers can split target cells any way they like. Marketers can define global and campaign control groups to establish the effectiveness of offers and determine campaign uplift.

Through a powerful drag-and-drop interface, marketers can enhance their Targeting Capabilities of future campaigns by combining existing customer segments with results from previous campaigns. For example, exclude all customers who have not responded to the last three cross-sell campaigns, or exclude  all customers who have had more than three communications in the last six months.

Marketing Return on Investment requires feedback capture to facilitate “Learning” within the marketing department to understand the types of campaigns / communications that are successful, effective and profitable. And to optimise future campaigns based on this vital knowledge. Cognito’s Campaign Management functionality enables a best practise approach to lead marketers through a complete campaign management lifecycle. Through its powerful automation, a small team can plan, execute and measure hundreds of Intelligent Campaigns to get optimal results.

Some of the capabilities are:   An intuitive, easy to use, graphical interface streamlines the campaign development and execution process. Develop and execute simple single-shot or tiered, multi-wave, multi-channel, continuous marketing campaigns. Automated, built-in response tracking provides you with the flexibility to measure the performance and effectiveness of your marketing efforts using real time detailed analysis - including performance and profitability measurement - that can be utilised in future campaigns to enhance results. Consolidated Customer Communication History – the response history combined with the multi-level contact history allows comprehensive evaluation and response analysis, which can be used to enhance campaign activity and return on marketing investment. Forecasting / Projection and What-if capability to estimate campaign parameters including outbound volumes, response rates, inbound volumes, costs and return on spend considerations. Perfect for Business Case formulation or GO / no GO trigger for campaign approval. A built-in campaign approval workflow to facilitate a controlled approval cycle or change management. A fully integrated scheduling facility allows multiple campaign activities to be executed directly from the marketer’s desktop routinely and automatically without user intervention.