Certa Marketing Solutions

In today’s competitive marketplace, cable and broadband operators must optimize the results of marketing campaigns in order to achieve their goals. Unfortunately, many end up wasting considerable time, effort, and resources due to inaccurate and incomplete customer information and an inability to fine-tune campaigns mid-stream.

 

CertaLogic’s Certa Marketing Solutions Suite enables cable and broadband operators to optimize their marketing initiatives for improved results. Robust, browser-based applications designed specifically for cable and broadband operators today include Certa Focused Marketing, Certa Campaign Results Management, and Certa Address Data Management. Organizations can take advantage of as many or as few of these applications as they like; each application provides significant value due to the unparalleled access to high-quality, reliable information delivered by the underlying Certa Platform.

 

Certa Focused Marketing

Numerous studies have demonstrated that targeted marketing is the most effective approach to converting prospects to customers. But most cable and broadband operators have a vast quantity of customer-related data – such as location, demographics, and service history – that they cannot take advantage of because of their inability to easily correlate this and other information typically captured and stored in different systems or because the information in these systems is simply inaccurate. As an example, while some companies target their marketing based on node information in the billing system, if a node area changes, the information is often not updated in the billing system. The result? Wasted marketing budget as campaign mailings are sent to the wrong subscribers.

 

Certa Focused Marketing enables cable and broadband operators to segment and analyze customer-related information for use in competitive or customer-satisfaction-related marketing campaigns. By targeting customers based on customer locations and a host of user-definable criteria, organizations can execute very effective campaigns. And marketing at all levels of the company benefits from the range of features in the product. For example, system-level marketing can execute direct mail, email, or phone campaigns aimed at specified customers, while corporate marketing can target customers within a certain demographic across all systems.

 

With Certa Focused Marketing, cable and broadband operators can even target new serviceable areas by neighborhoods with certain demographics, even if these neighborhoods are fed by multiple nodes.

 

Certa Campaign Results Management

When companies are unable to immediately analyze the interim results of a marketing campaign, they are limited in their ability to fine tune the campaign. Yet it’s not uncommon for cable and broadband operators to learn the results of their campaign weeks – or even months – after the launch date. And sometimes they are unable to determine the effectiveness of a campaign, for example, when marketing forgets to supply customer service representatives (CSR) with the campaign code or when the CSR neglects to enter the campaign code into the billing system once service is activated.

 

Certa Campaign Results Management allows cable and broadband operators to analyze the results of current marketing campaigns on a real-time or near real-time basis so they can make micro or macro adjustments to content, distribution, and duration. By analyzing results in real time – and targeting customers more precisely – cable and broadband operators can significantly enhance campaign effectiveness. And with Certa Campaign Results Management, organizations can easily track campaign mailings and correlate new service activations with campaign activity to gain additional insight into the effectiveness of campaigns.

 

Certa Address Data Management

Inaccurate homes-passed information leads to wasted postage, poor customer service, and missed revenue opportunities. Marketing campaigns are generally driven by addresses in the billing system. However, cable and broadband operators frequently find their billing system homes-passed addresses plagued by typographical errors, duplicate addresses, and missing addresses. And when prospects or existing customers receive duplicate mailings or are told that services that have been promoted to them are not available to them, the result is a frustrated current or prospective customer who could become a lost sales opportunity.

 

Certa Address Data Management ensures address accuracy across the company by linking billing and CRM systems with operations systems. The product helps create a clean, complete homes-passed database – and just as importantly, helps sustain the quality of that information in the future. With Certa Address Data Management, cable and broadband operators can remove duplicate addresses and bad data and identify new serviceable addresses. Ultimately, a clean homes-passed database generates benefits across the company: the marketing group improves campaign results, customer service representatives can provide customers with accurate information, operations can dispatch trucks to the right location, and finance sees a reduction in the costs associated with mailing to bad addresses.

 

With Certa Marketing Solutions, cable and broadband operators can optimize the results of marketing campaigns, improve their margins, and increase revenues.