Campaign Management

Traditional market segmentation was based on demographic information, often purchased from list vendors, resulting in few broad market segments.  Customer Data Warehouses now collect customer characteristics, activities, purchasing trends and responses from multiple data sources across an enterprise.  These data sources could include CRM databases, portals and promotional events. 

Working with Alterian, Sequent’s Campaign Management methodology effectively uses this data to create granular segments that be precisely targeted using a multi-channel, multi-wave approach.  Responses to the campaign are analyzed on a near real-time basis that result in efficient fulfillment of customer requests and a finer next wave.