Direct Marketing Wins….with Enterprise Campaign Management

LendingTree Case Study
Direct Marketing Wins...with Enterprise Campaign Management
LendingTree is the nation's leading online lending exchange, alter a campaign, it sometimes took weeks to get an email providing a marketplace that connects consumers with multiple changed. Sending millions of emails to their subscriber base lenders who compete for their business. The company places would take days. Scalability was also a large problem for the great significance on its marketing efficiency and returns. With company.several daily campaigns, dozens of monthly campaigns, and many long-term ongoing marketing campaigns, LendingTree sends millions of carefully targeted emails a month. To THEIR VISIONaccommodate this volume and to manage and execute these . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . email programs, LendingTree needed an advanced campaign management application to feed their customer retention and LendingTree's goal was to have a highly personalized acquisition process. conversation with each one of the customers it targets.
PROBLEM LendingTree wanted to leverage and increase its strong brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . awareness by putting the right tools in place to create a marketing-driven technology system. Their goal was to increase "We needed a system that could support our high-volume its customer base and market share via an online system that marketing department, including email, telemarketing and provided them with the necessary information to create an e-strategy that would allow it to have a highly personalized direct mail campaigns... conversation with each one of the customers it targets.
We were very dependent on a technology team outside of the marketing group to send emails and to implement new THE SOLUTION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . campaigns. Sometimes it would take weeks to get a campaign out the door." TMAprimo EnterpriseJeff Riesenberg, Campaign Management & Planning Director Database MarketingLendingTreeDependency on IT "Aprimo Enterprise Campaign Management has helped us Lack of scalability accomplish in a few hours what used to take several days."Non-marketing driven campaign executionInability to prioritize marketing activities The Aprimo Enterprise Campaign Management suite of marketing software was chosen to streamline and organize LendingTree's marketing department includes a direct marketing LendingTree's direct marketing campaigns. The Aprimo solution team that builds database-driven retention and acquisition aligned with the direct marketing team's goal to gain smoother marketing strategy for email, segmentation, offers within an campaign execution with greater speed to market. It also email and back-end customer database support. While addressed LendingTree's desire for advanced campaign LendingTree itself is a sophisticated online technology company, management tools and lead management capabilities by the direct marketing team was lacking in technology configured providing best in class technology. Additionally, the direct to their specific needs. The technology team owned the marketing team was pleased that Aprimo Global Services would communications, leaving the direct marketing team very little provide training to ensure an uncomplicated transition as they control over changes and campaign strategy. If they wanted to ramped up to daily use of the system in the department.
© Aprimo, Inc. 900 East 96th Street Suite 400 Indianapolis IN 46240 317.803.4300 main 317.803.4251 fax www.aprimo.comAprimo is a registered trademark of Aprimo, Incorporated. 085-0808"Aprimo offered us the solution we needed to run our direct be done in a few hours. With the added speed to market, the direct marketing team has grown its campaign volume to more marketing campaigns faster, with better overall results." than 40 campaigns a month, running concurrently.
RESULTS The direct marketing team is realizing its vision to have a . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . personalized conversation with their customers. The additional functionality makes it possible for LendingTree to create triggers "There is so... [download for more]