Marketers often cite data integration as the greatest challenge to improving their marketing campaign effectiveness.

CRM systems, legacy systems, transaction systems, web sites, call centers, in-store and/or e-commerce sites make up the broad range of data sources or data targets that need to be consolidated into a congruent data-mart environment capable of providing a 360 degree view of the audience.

While larger corporations have been able to justify large scale data and campaign management systems with advanced data manipulation capabilities (i.e. analytics, predictive modeling, etc), these systems often are ineffective in streamlining the execution of highly triggered, personalized cross media programs. For many, these higher end solutions have come with an even higher price making them unjustifiable.

Whether used as a complement to an existing CRM or marketing database infrastructure or as aa stand alone system, Conversen provides a rich set of data integration and ETL features required to create the homogeneous production data mart required to cost effectively drive cross media programs.

Conversen was designed from the ground up for performance and flexibility to add new media types as the technology landscape evolves. Independent modules process high volumes of data separately, reducing bottlenecks and improving overall performance. Conversen's unique approach to media-execution provides the flexibility to adopt new and innovative marketing media types.

Conversen was designed with a broad range of integration scenarios in mind. Due to the far-ranging requirements between integrating with CRM systems, data analytics, or content and asset management systems, fundamental design choices were made to support both large bulk processes as well as smaller transactional updates.

In addition, Conversen incorporates numerous features and functions that facilitate and simplify the set up of client-specific data integration scenarios:

• Flexible Data Structures
  To accommodate complex data types required by complex CRM environments while offering a broad range of capabilities in standalone mode
• Multiple Integration Options
  Supports various processes such as FTP for large batch oriented data transfers, HTTP Post/API for near real-time requirements and API (SOAP web services) for full application integration requirements
• Data Merge Rules & Validation
  Provides versatile data consolidation functionality provides a powerful yet cost effective standalone marketing database or can accommodate integration with multiple data sources or CRM systems