DEFACTO realations Develops New Technological Foundation for Manor’s Marketing Automation Architecture

Made to measure for the Swiss department store chain: Apteco data analysis and campaign management software and Microsoft CRM software form an integrated solution.

For Manor AG, the largest Swiss department store chain, DEFACTO realations developed a marketing automation system architecture based on six hand-picked tools: Azure Cloud (Microsoft Cloud Computing Platform), Dynamics CRM (Microsoft), SQLSERVER (Microsoft Database Management System), DEFACTO Loyalty (DEFACTO Rules Engine), Apteco with Artegic ELAINE (Real-time Marketing Automation Platform and flexible interface).

The goal behind the new system architecture is to optimise standard campaigns such as welcome or birthday-mailings, online as well as offline, and to facilitate central control of all further activities. The loyalty program with the Manor customer card or ad-hoc product campaigns in cooperation with manufacturers are just two examples.

The system architecture was developed using the so-called "best-of-breed approach", i.e. Manor did not implement a standard suite but rather opted for a tailor-made solution that fulfilled the requirements without any compromises and in which all modules interlock seamlessly: Thanks to the integration of Microsoft Dynamics CRM and the Apteco Marketing Suite, customer data from the CRM can be analysed and linked with campaign participation data. The Apteco Marketing Suite with its modules Apteco FastStats (data analysis, real-time selection and data visualisation) and Apteco PeopleStage (campaign management across multiple levels and channels) is first choice in automated online and offline marketing.