Prism`s New Campaign Advisor Software Helps Financial Institutions Identify, Build and Retain Profitable Customers
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Prism Solutions, Inc., a leading provider of solutions to deliver business intelligence applications, has introduced Campaign Advisor, a full-featured market analysis and campaign management solution designed to help financial services organizations identify, build and retain their most profitable customers. Campaign Advisor frees users from the high cost of traditional mass-marketing campaigns, allowing them to deliver the right products to the right customers, at the right time and price, using the most appropriate channels.

Leveraging a decade of experience in the financial services industry, Campaign Advisor focuses exclusively on meeting the marketing needs of financial institutions. It allows marketing professionals to efficiently and accurately segment their customer databases, define and shape marketing activities, execute campaigns and track results.

According to Bob Landry, group director for retail banking and consumer credit research at the Tower Group, "Financial institutions need to know more about their customers. Which customers are profitable today? Which customers can be profitable tomorrow? Which customers can become profitable if I change their product and channel usage behavior? Customer profitability is the 'gold' in today's market. Prism's Campaign Advisor is positioned to help financial institutions mine the 'gold' in their customer base and execute strategies that improve bottom line profitability."

Marty Shepard, worldwide director of marketing for Prism's Customer Relationship Management Solutions division, said, "Prism realizes that the success of financial services companies depends on their ability to build and maintain long-term, profitable relationships with the right customers. Campaign Advisor allows users to achieve the highest possible return from their marketing programs by leveraging and extending the information in their customer databases."

Distinguishing features include:

• Profitability roll-up capabilities, which allow users to apply profitability data to determine which individual campaigns or customers will provide the largest return on investment. By loading data from their profitability management system into Campaign Advisor, users can quickly view profitability information by customer, product, segment, sector and campaign. This allows them to assess such situations as whether to continue selling specific products to specific markets, or whether to cross-sell additional products to certain segments.
• Ten unique analytical templates geared specifically to financial services applications. These templates provide a ready-to-use framework for building campaigns, eliminating the time and expense of creating custom templates and allowing a quicker return on investment. Templates include Segmentation, Customer Profitability, Customer Defection Early Warning (attrition), Target Marketing, Collection Optimization, Credit Limit Pre-Approval, Customer Bad Debt/Delinquency, Credit Approval, Credit Fraud Pattern Analysis and Unused Credit Card Analysis.
• Branch review capabilities, allowing marketing personnel to solicit pre-authorization from branch officers or customer portfolio managers before contacting individual customers. This gives branches the ability to retain control over their markets and simultaneously steer the organization's marketing efforts in the most productive direction. For example, officers can remove customers' names from a call list if a product is inappropriate, minimizing customer annoyance and saving time and money for the financial institution.
• Individual customer analysis within each segment or sector, allowing users to drill down from customer segments to individual customer profiles. This facilitates targeted marketing and in-depth analysis for refining marketing campaigns.
• Customer relationship management data model for financial services, containing all relevant information about customers and prospective customers. It supports all marketing analysis and management activities, and allows users to add other applications. It also enables users to integrate Campaign Advisor with other key systems, such as call center and retail delivery applications.
• Extensibility, allowing customers to add additional custom or third-party analytical applications, as well as a complete operational system for front-end use from Prism's integrated Customer Relationship Management System suite. At any time, users can add modules for profitability/risk management, online sales campaign and call center management, and customer relationship management. This creates a complete and robust solution based on Prism's data warehousing architecture, which includes both a Customer Information Warehouse for back-end analytical functions and a Customer Operational Data Store for front-end customer interaction. The tight linkage between the two data repositories preserves data integrity and eliminates extra steps required by solutions that cannot reference common data and structures. Changes on either the back end or the front end are reflected immediately throughout the system, supporting rapid movement from analysis to action.

Campaign Advisor is available immediately for Windows NT, UNIX and mainframe environments. License fees for Campaign Advisor begin at $250,000 in the U.S. and vary depending on implementation size. The entry-level package includes the marketing campaign management software, utilities for cleansing and householding data, and three of the analytical templates. For more information, see http://www.prismsolutions.com