24/7 Media Selects Naviant to Design Database System
Page 1 of 1
Naviant and 24/7 Media said they have already begun laying the foundation of a knowledge-based marketing system that will integrate 24/7 Media's online marketing services, targeted banner advertising, direct e-mail and e-commerce distribution, and online and off-line marketing tactics.
The idea, 24/7 said, is to provide marketers with the means to develop integrated campaigns, which may include, for example, regional online and radio advertising, backed by in-bound telemarketing and outbound e-mail follow-up. Spending on the project was not disclosed.
Naviant and 24/7 Media said the system will facilitate mass customization by centralizing management and delivery of online marketing messages to individual users through multiple online delivery channels including the Web and e-mail.
The plan also includes enhancing Profilz, 24/7 Media's co-op database, preparing it to handle future growth. The functional elements will be tightly integrated, connecting to back-office functions, such as billing, product development, inventory management and data analysis.
"Naviant has demonstrated an understanding of how to effectively combine online and off-line data streams, along with the technical expertise to scale our infrastructure to handle the growth that's predicted for Internet advertising," said Ron Johnson, CIO of 24/7 Media.