New Appature system zeros in on customer behavior

Share this article:
Bob Harrell
Bob Harrell

A CME matrix can be ponderous. Agency whiteboards are filled with possibilities, including how many audiences, how many messages, and how often each target should be contacted. The ideal is that readers interact with every bit of content that makes it into their inboxes. The drawback: a significant amount of waiting to see how much readers engage with the messaging or when they shut down and tune out.

Bob Harrell, IMS Health-Appature's director of marketing says its cloud-based system Journeys, which launched in August, shows how customers are behaving in real time and provides what amounts to a heat map that shows where people are clicking within the email itself as well as where they are interacting within the outlined communication stream.

Harrell says Journeys gives agencies or their clients a real-time accounting of who is in the communication stream and how they are behaving. Second, it lets marketers add new messages or even branches to the communications matrix, providing more opportunities to engage readers.

He says the ease of use is along the lines of programming in the Apple interface vs. MSDOS, freeing up marketers from needing a tech-heavy component to keep campaigns moving.

At the same time, he says the program's cloud setup helps marketers make a quick pivot and halt a communications stream to respond to a regulatory event; the whiteboard equivalent of erasing a dead end.

Harrell says the immediate audience is a mid-tier pharma company. Appature is promoting Journeys at conferences.
Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

More in Features

Read the complete September 2014 Digital Edition

Read the complete September 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.

Medical marketing needs mainstream Mad Men

Medical marketing needs mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Are discounts cutting out co-pays?

GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?