Database Marketing System Campaign Management


Managing Marketing To Insure Results

This insurance direct marketer needed a better system for launching and tracking marketing initiatives, so SD3 built them one.

What the client wanted:

A direct marketer of insurance in Chicago’s northwest suburbs needed a system to capture information about marketing initiatives, track the effectiveness of executing those initiatives, and use that tracking data to perform cost/benefit analysis on future executions.

What SD3 did:

SD3 developed a custom user interface in C++/MFC that allowed marketing to enter details about available creative executions, media types and direct mail select groups, and tie these together into initiative options. All this information is stored in an Oracle database along with data from the client’s customer management system.

The result is a system that allows them to relaunch or modify existing marketing programs and then track the leads they generate through every step of the customer management process, providing precise evaluation of the performance of each marketing effort against revenues generated.

The outcome:

By being better able to track and optimize marketing programs, the company has increased annualized premium revenue 150-fold over the past seven years.

  • Dramatically Increased Revenue and Market Share
  • Increased Marketing ROI

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