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) |
| APPLICATION PRODUCT SUPPLIER |
|
|
| 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 9.0.2.53.0 |
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
Projects: Data Analysis 
