Tangible Data has developed a marketing automation module for event-driven campaigns for its multi-channel marketing platform Magellan. Rules-basd triggers can be built in for communications, ranging from simple time-based events and policy renewal dates to complex models of behaviour in purchasing and interaction. Triggers can be feed from website interactions and channelled to an email engine for near realtime marketing.
Nigel Magson, chairman of Tangible Data, says: “Our clients are increasingly seeking to respond dynamically to their customers behaviour and drive appropriate offers. The new event engine means users will be able to set up their own rules and triggers which support ongoing eCRM programmes and can respond in near realtime. The benefits in terms of increased sales, customer engagement and retention are potentially very large.”