For Customer Intelligence Professionals

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	September 20, 2006 Understanding Contact Optimization Technology by Suresh Vittal with Elana Anderson, Jennifer Joseph	Average: 9  (1 rating)

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Executive Summary

Marketers place contact optimization technology near the top of their wish lists. But we think there's a disconnect. Contact optimization is suited for high-volume direct marketing organizations that face the unenviable task of reconciling millions of combinations of customers, offers, and channels with customer analytics, business rules, and contact policies to deliver the optimal message to each customer. Firms considering contact optimization must recognize the far-reaching impact of the technology, and manage the business process and cultural change needed to support widespread adoption.

TABLE OF CONTENTS

• Marketers Are Confused By Contact Optimization
• The Nuts And Bolts Of Contact Optimization

RECOMMENDATIONS

• Implementation Is More Than A Product Install
• Supplemental Material
• Related Research Documents

This is an excerpt

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