I am excited to announce the launch of Aprimo Campaign, our enterprise class Multi-Channel Campaign Management (MCCM) product as part of the Aprimo Platform on Microsoft Azure!
You may not know this (unless you read my other blog), but Aprimo has expertise in and has been in the MCCM industry for over 20 years with accomplishments like the first journey mapping functionality and one of the first lead management applications with integrated lead assignment. In Enterprise Campaign Management, the heritage of our technology goes back to Protagona and DoubleClick Ensemble. I have personally seen our Campaign Management technology evolve from stand-alone thick client, to thin client as module of Aprimo, and now to a true SaaS application, Aprimo Campaign.
While working at Marketo, I realized that there is a big gap between marketing clouds and a customer’s own marketing data. Loading all the enterprise marketing data into the cloud is not practical for a large retailers and other data rich companies who have many millions of customers and millions and millions of transactions. In a few industries, personal and private customer data like patient diagnosis just cannot be brought up into the cloud AT ALL to protect privacy. Even if a subset of the enterprise marketing data can be brought up into a marketing cloud, this data still requires the development and maintenance of a lot of scripts and code against APIs, using ETL tools, or using middleware to keep the marketing data in synch and current between the cloud and your on premise primary data source(s). It is just not cost effective or practical to do this.
Aprimo Campaign is the bridge between enterprise marketing data and the cloud. It delivers Enterprise Campaign Management functionality from the cloud to allow our customers to query their own marketing data wherever it sits – on premise, hosted, and/or in the cloud – and orchestrate the targeted selects across marketing execution channels or Marketing Technology providers.
Other advantages for Aprimo Campaign include:
- SaaS based eliminating the associated hardware and infrastructure costs normally associated with Campaign Management
- Maps to the customer’s data model and data sources wherever they are located instead of the data having to fit into a canned application data model
- Web based administration, auto updates, and the Microsoft Azure platform combine for a reliable, secure, and an easy to maintain solution
- Integrated with the Aprimo Platform for Plan & Spend, Marketing Productivity, and Distributed Marketing functionality
For more information on Aprimo Campaign, go to http://www.aprimo.com/platform/campaign/. Check it out. I look forward to communicating with you regularly in my blog about all things related to Aprimo Campaign, Enterprise Campaign Management, marketing data, and marketing technology.
About the Author
Greg has over 20 years of experience working in the marketing automation software industry in product development, marketing, and consulting roles holding positions at various companies including Aprimo, Acxiom, Alterian, Quaero, IBM, Protagona, and Marketo. He has designed and delivered marketing automation solutions for large enterprises in the financial services, insurance, healthcare, travel and hospitality, high tech, retail, and media and entertainment industries. He is currently Director of Product Strategy for Aprimo Campaign and looks forward to sharing some of his personal insights, best practices and love of marketing automation, especially Aprimo Campaign. Contact Greg at firstname.lastname@example.org or @gvhennessycrm.Follow on Twitter More Content by Greg Hennessy