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“This level of insight and application results in more effective acquisition, and creates a foundation for making the most of every marketing activity. In short, IMS empowers organizations to optimize every marketing dollar spent.”

Last year Bresnan began seeking a way to evaluate the company’s marketing tactics in order to create a basis for providing targeting recommendations that would increase install rates of their fast-growing cable, Internet, and phone service “Triple Play”.

After careful consideration, Bresnan’s marketing team chose to deploy Pluris’ IMS, a licensed end-to-end marketing solution that combines proprietary techniques and technologies to support the entire marketing lifecycle, from campaign planning and budgeting through execution and measurement. IMS supplies marketers with a wealth of data about their customers and prospects, as well as tools that allow them to perform analyses for enhancing acquisition and retention programs. IMS enabled Bresnan to apply business and marketing criteria appropriately to optimize every customer contact, while also maintaining a constant cost-per-acquisition. By translating customer and prospect data into meaningful insight, Bresnan was able to transform its campaign development efforts. Over a 12-month period, this fueled a $1.3 million rise in revenues from a single direct marketing program.

“We were impressed by how quickly we saw results from IMS,” said Jackie Heitman, Senior Vice President at Bresnan Communications. “Pluris provided us insight, analytics and measurement to produce more effective campaigns and superior results. As a result, we now have a better understanding of our customer’s needs and an ability to deliver just the right message that will resonate with them.”