The perfect link of eCRM and social media: artegic launches ELAINE FIVE

100 fea­tures more and 100 clicks smar­ter – pre­mie­re of the new eCRM sui­te

Ger­man tech­no­lo­gy pro­vi­der artegic AG publishes its newest ver­si­on of the ELAI­NE eCRM soft­ware sui­te. ELAI­NE FIVE pres­ents a new inter­face, as well as nume­rous new fea­tures deve­lo­ped in col­la­bo­ra­ti­on with cli­ents. In addi­ti­on to fur­t­her sim­pli­fied ope­ra­ti­on, fea­turing a new input con­cept, which requi­res less clicks, the deve­lop­ment focu­sed on the opti­mi­sa­ti­on of the core pro­ces­ses. Above all in the are­as of sta­tis­ti­cal ana­ly­sis and soci­al media linkage into the CRM, artegic rai­ses the bar again in 2010.

The signi­fi­can­ce of soci­al media chan­nels as a com­po­nent of online direct mar­ke­ting cam­pai­gns is con­stant­ly increa­sing. ELAI­NE is one of the first soft­ware solu­ti­ons to incorpo­ra­te soci­al net­works, such as Face­book or Twit­ter, into direct mar­ke­ting cam­pai­gns as ear­ly as spring 2009. With the new ver­si­on ELAI­NE FIVE Online Dia­log CRM, soci­al net­works and their users can now be direct­ly lin­ked to the eCRM.

Identifying social network users through revolutionary fingerprinting technology

Uni­que­ly, ELAI­NE FIVE for the first time enab­les the iden­ti­fi­ca­ti­on and pro­filing of anony­mous soci­al media users thanks to an inno­va­ti­ve iden­ti­fi­ca­ti­on pro­ce­du­re. Not only fri­ends and fol­lo­wers can now be direct­ly mana­ged in ELAI­NE, but also unknown con­tacts of the first and second level. The sys­tem even detects chan­nel leaps, e.g. the for­ward of Twit­ter feeds to an unknown Face­book pro­fi­le. A com­pre­hen­si­ve ana­ly­sis to mea­su­re the scope, con­ver­si­ons and user activi­ty com­ple­tes this new solu­ti­on. Depen­ding on the soci­al net­work, tar­get groups can be direct­ly selec­ted in ELAI­NE and messa­ges sent to fri­ends. This is pos­si­ble due to an inte­gra­ted soci­al net­work midd­le­wa­re ser­vice for the lin­king of soci­al net­works, which will be pro­vi­ded to ELAI­NE users.

Activity analysis through heatmap visualisation

The sta­tis­ti­cal ana­ly­sis has also been expan­ded by dif­fe­rent enga­ge­ment metrics. User activi­ty can now be ana­ly­sed through a spe­cial heat­map visua­li­sa­ti­on, inclu­ding the dura­ti­on of the mem­bership. ELAI­NE users can the­re­fo­re bet­ter con­trol and spe­ci­fi­cal­ly impro­ve their mem­ber activi­ties as an important issue in the online dia­log mar­ke­ting. “User enga­ge­ment is beco­m­ing the core nomi­nal value for cam­pai­gns. What has been mea­sura­ble in ecom­mer­ce for a long time, is beco­m­ing the domi­nant com­pe­ti­ti­ve fac­tor in other sec­tors whe­re peop­le still think of scope,” says Ste­fan von Lie­ven, artegic CEO.

Individual relevance from different performance figures

To sim­pli­fy the bench­mar­king of the cam­pai­gn suc­cess, ELAI­NE for the first time offers a sin­gle inno­va­ti­ve per­for­mance figu­re. Thanks to the mai­ling rele­van­ce, a state­ment on the suc­cess of a mai­ling can be pro­vi­ded with one brief view. The rele­van­ce is based on the gene­ra­ted user activi­ty, asses­sed accord­ing to the cri­te­ria defi­ned for your spe­ci­fic busi­ness model. This allows simp­le com­pa­ri­sons of dif­fe­rent vari­ants in the pre-tes­ting of cam­pai­gns. The indi­vi­dua­li­sa­ti­on of ana­ly­sis is com­ple­ted with the export of per­for­mance figu­res to pre­de­fi­ned Excel tem­pla­tes for the cal­cu­la­ti­on of indi­vi­du­al KPIs and reports.

Templates and Drag & Drop composition

The com­po­si­ti­on of mai­lings with the inte­gra­ted ELAI­NE Con­tent Manage­ment fea­tures is now more gra­phic thanks to the imple­men­ta­ti­on of visua­li­sed tem­pla­tes. The xml based tem­pla­te hand­ling also allows the indi­vi­du­al crea­ti­on of tem­pla­tes with pre­de­fi­ned restric­tions. Con­tents of html, text and mul­ti-part emai­lings, as well as SMS, RSS and soci­al media messa­ges can be com­pi­led and chan­ged sim­ply per drag & drop in a direct pre­view.