The Visioneers at DPAI developed and deployed a Microsoft Solution that streamlined the direct marketing program and gave Franklin access to customer information that enabled them to focus their catalog mailing and enhance their marketing program overall.
All customer data is centralized and the reporting features are powerful.
Franklin needed a way to better understand its current and potential customers based on the demographic and lifestyle information to optimize the catalog mailings and product development. With the goal of improving marketing and product development through current and prospective customer data, Franklin Electronic Publishers, Inc. selected Microsoft Solution Provider Partner, DPAI to design and implement a marketing data warehouse to provide analytical views of the demographics, buying history, and marketing effectiveness of their customers. DPAI used Microsoft Windows NT Server, SQL Server, Visual Basic, and Office. As a result of the new system, the efficiency of Franklin's catalog direct marketing program has significantly improved. Business Need Overview Franklin requires the decision support systems necessary to capitalize on the over 1,000,000 consumer names and addresses from schools, medical institutions and households gathered over the last few years.