Cross Media Marketing is the art of creating customer conversations by delivering timely, relevant, coordinated and consistent messages across all channels. This strategy leverages data from multiple sources including profile data, preference data, response and activity data, as well as market or contextual data that will be relevant to the customer. Cross Media Marketing assumes that you, the Marketer, already have the tools to continually choose the right content and channel to engage customers, but there is no tool to orchestrate all of those moving parts:

• Timing - When is the right time to reach out to a customer?
• Sequencing - What is the right content to deliver in my first communication to the customer, the second, the third?
• Pacing - How often should I reach out to the customer over a certain period of time?
• Frequency - How many times should I try to connect with the customer if they are not responsive?

Conversen was designed to simplify the process of creating the business rules used to drive Cross Media Marketing programs. Delivering compelling client communications is made easy using a combination of Conversen's drag and drop rules builder and a powerful marketing database foundation. Furthermore, once rules are created, they can be used indefinitely across all media types.

Audience selection and triggers can easily be built using a broad range of recipient profile and response data including:

• Profile information (EX: age, gender, zip code, etc)
• Date calculations (EX: Creating a subscription renewal stream based on the number of days prior to a subscription expiring)
• Recipient level activities across channels (EX: If a recipient meets the following qualifications after completing a web response form, send them one of ten offers for in store redemption)

Coordinated programs can be constructed based on these triggers to generate a sequence of life-cycle communications.

One of the key challenges with Cross Media programs is that reporting data is captured via disparate processes, often through different service providers (i.e. media specific) making it difficult to consolidate and measure the success level of each campaign (or media type) within the program.

Conversen is designed to easily capture recipient level responses across media types. This crucial activity data can be leveraged to personalize and trigger the next communication using the same or another channel.

From a reporting standpoint, Conversen provides a detailed and flexible dashboard to both measure the effectiveness of a given program and facilitate the decision making process of defining the 'next' customer event.