* Improve data management.
* Develop very specific targeting of promotions.
* Generate higher response rates to promotions.
* Lower costs by very targeted promotional activity.
* Track utilization of promotion materials (specifically coupons).
[How it Was Done]
Within the first week after the pitch, the Prompt Recovery staff went through an analysis that laid the foundation for the campaign. Extracting customer and vehicle histories from the Jay service database allowed them to create their own data structures for reporting and analysis. These data structures would provide business intelligence for the dealership, but would also be the input for rule-driven personalization of mailing pieces.
Prompt Recovery utilizes a two- to four-week implementation process, during which time it focuses on building out the functionality of the system. This involves two separate elements: creative development and data structure development. Separately, there is also an initiative to update image libraries so there will be an image representing every make, model and (if possible) color of vehicle that is in the dealership's database. At the end of the development cycle, they are ready for production.
Prompt Recovery uses a mix of Microsoft Office tools, QuarkXPress, Creo's Darwin Xtension, FoxPro (for the database aspect) and C++ (for additional custom programming).
At Prompt Recovery, raw data from the client is imported as text files, and is cleaned up using Microsoft products. It is then imported into database structures setup in FoxPro. Queries against the data structures are conducted with C++ and SQL tools. Page templates are built using Quark and the Darwin variable data Xtension, and data is fed to these via database queries. These data streams and the templates are sent to the printer, Consolidated Graphics Group in Cleveland, where they are run through Creo Spire RIP technology and are processed on a Xerox DocuColor 6060.