Procter & Gamble’s marketing efforts have made a great leap forward: the Cincinnati-based package goods firm just took delivery of a new data system that will manage marketing campaigns within North America for more than 60 brands.
The new system will provide the backbone for both e-mail and print campaigns, although its primary purpose will be to track and analyze Web-based efforts, according to Lance Williams, vice presidents of the solution consulting group from Merkle, the database marketing firm that designed the system.
“We expect to be able to better evaluate the success of our direct marketing programs through the use of quantitative facts,” said Willie Alvarado, Procter & Gamble’s director of global business services, in a statement.
Williams anticipates that Procter & Gamble will primarily use the new database to offer more powerful opt-in relationship marketing efforts. The system, which replaces an older platform, was designed not only to conform to current e-mail legislation, but to easily adapt to any future regulations or consumer preferences. It is also easier to load data and update names – a near-necessity when dealing with e-mail addresses, which tend to be much more transient than physical ones.
While Williams would not speculate on the new system’s storage or broadcast capacitites, he did venture that the majority of consumers in North America have had some sort of dealing with Procter & Gamble, and that each brand would likely be doing several e-mail blasts every month.
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