Heise Zeitschriften Verlag relies on DYMATRIX Marketing Automation. Find out how Heise optimises customer care with a CRM system that integrates all communication channels and makes marketing processes more efficient.
The flagship and best-known title of Heise Zeitschriften Verlag (Heise) is the fortnightly computer magazine c't, which is the most subscribed-to computer magazine in Europe. In addition to c't and iX, Heise publishes various other well-known magazines. Heise online is one of the most-used IT news services in Germany.
In order to implement a consistent customer care strategy for customers and prospects, the decision was made to develop a CRM system that would integrate and operate all communication channels. To do this, it was necessary to develop a consolidated customer database. In addition to the requirements in the area of data management, the focus was on more efficient control and analysis of marketing activities.
The introduction of a marketing automation tool was intended to standardise and streamline the existing direct marketing processes. It was particularly important to Heise that the high quality of the magazines published was also reflected in customer communication.
All existing data sources from sales and marketing were merged into a central marketing database and checked for duplicates. The marketing automation tool DYMATRIX Marketing Automation was adapted to the specific needs of the publishing industry and now controls the entire campaign process. It supports communication in the areas of subscriber management, events, online purchases and newsletters.
An interface to the e-mail marketing software from Inxmail (E-Mail Integrator module) has also been integrated so that e-mails can be sent directly from DYMATRIX Marketing Automation. In addition, the Reporting Center and Service Center modules for updating address data, viewing customer history and handling permissions have been successfully implemented.
The project faced a number of major challenges: It had to be possible to control all campaigns and channels centrally. This required an integrated view across different source systems. Other requirements included the following: Customer events should trigger campaigns, real-time tracking should be supported, advertising codes should be generated by the system, and much more.
Claas Blume
CRM Manager
Since the implementation, the address database has been regularly cleansed of duplicates and incomplete data records and given a uniform structure. The cleansed database forms the basis for operative direct marketing. In combination with the marketing automation tool DYMATRIX Marketing Automation, it is no longer possible to address customers more than once. Customer and transaction-related data of the necessary quality is available for analysis purposes. DYMATRIX Marketing Automation itself offers a high degree of automation and standardisation in the areas of campaign planning, implementation and evaluation, and meets the requirements for lean direct marketing processes.
The integrated, clear segmentation client helps to optimise target group-specific communication while simultaneously relieving the strain on resources. This makes it possible to continuously expand campaign management with the same resources. Campaigns can be set up automatically, event-based or manually. This provides the flexibility needed to handle mass mailings and target group-specific campaigns using the same system. The development of a response measurement system makes it possible to measure and manage success based on specific target groups.