• by Lynn Russo , August 24, 2006

Real-time one-to-one relationship management is something every company dreams of but few companies achieve. Now more companies can attain it with the Applied Marketing Engine (AME), a new tool launched by integrated marketing agency Wunderman.

AME's analytical processing system manages both on- and offline data, calculates metrics, analyzes business intelligence, and improves campaign management. Client data is supplemented with external information, such as socio-demographics and suppression lists. The net result is a robust and relevant customer profile that helps marketers deliver the most appropriate content to each individual.

"AME takes a look at all the input from the consumer experience and gives a real-time suggestion for what should happen next," explains Wunderman spokesperson Andrew Sexton. "It allows you to look at your channel options, tells you which ones are the right ones to use, and determines the next steps to approaching the consumer."

By being able to review results continuously throughout a campaign, companies can respond to a customer's action as soon as it happens, including sending follow-up messages, such as thank-you notes or upsell offers, or moving a contact to a higher level to help close the sale.