Base Technologies 7

By Baselinemag  |  Posted 2005-07-08 Print this article Print

Its own developers wrote every line of code for Reader's Digest's original order fulfillment and marketing system.

Thirty-six years ago, Reader's Digest created the first large customer monitoring, management and marketing system. It wrote all the code itself, for its Unified File System. In 2005, it introduced a Marketing Systems Replacement that uses commercially available software.

The Original System (1969)
Customer identification, marketing, order fulfillment and payment history Unified File System Reader's Digest Association
Marketing Systems Replacement (2005)
Customer records Oracle 9i Oracle
Promotion selections Affinium Campaign 4.6 Unica
Loading data Co-Operating System 2.11.8 Ab Initio
Reporting, analytics Discoverer 9i Oracle
Customer scoring Base SAS SAS
Customer analytics SAS Analytics Modified by Reader's Digest Association
Transaction matching Match/Consolidate 7.2 Firstlogic
Address correction ACE 7.10 Firstlogic
Name correction DataRight 2.55 Firstlogic
Postal route sorting Presort 5.5 Firstlogic

SOURCE: Reader's Digest Association


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