COI appoints OMD Data to develop new response analysis tool
3 December 2005
COI is set to further improve its campaign evaluation and planning by appointing OMD Data to develop a new response analysis tool.
The new system, COI Artemis, will help COI to create and share more detailed information across government looking at:
- response rates and conversion analysis;
- campaign planning - ensuring targets are met, bringing in the right audiences and learning for the future;
- task-based budget setting - looking at what investment is needed and optimising media combinations; and
- forecasting - to ensure demand is managed through the contact centres.
The system will be restructured in line with target audiences, for example the elderly, people on low incomes, parents and businesses, putting the citizen at the center of analysis and understanding.
The project is a joint initiative between COI's direct and relationship marketing team and media and advertising services.
COI Deputy Chief Executive Peter Buchanan recognises that developing a system that can cope with the complexity of different audiences and response channels is a challenge.
"COI works with more response channels than ever before, targeting a wide range of audiences. In addition to the more traditional phone and coupon responses, COI now uses webforms, interactive tv, text, email and face-to-face activity," says Peter.
The new system will be launched in 2006.
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