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Article: Maplin Electronics to build campaign insight.(news)(Brief Article)
- Article from:
- Precision Marketing
- Article date:
- July 30, 2004
CopyrightCOPYRIGHT 2004 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Maplin, the electronics retail giant, is preparing to ramp up its marketing activity to steal a march on rivals with more targeted campaigns.
The online and high-street retailer is implementing MarkIT Manager Ace, campaign management and analytical software from Alterian, to measure and report on its multichannel marketing activity.
The programme will refresh and analyse Maplin's marketing data overnight, enabling the retailer to reduce the time it takes to plan campaigns--whether instore, online or through other channels.
Maplin is aiming to improve the ...