Case Studies - Acer

Pamet adds torque to marketing demographics via cost effective CRM.

Challenge

Acer, one of the leading providers of PC products from industry-leading high-end PC servers and multimedia desktop computers to notebooks, computer peripherals and components, wanted to expand their market reach, specifically targeting computer buyers in the education market.
The education market is one of the key strategic markets for every computer manufacturer and it requires a unique marketing approach, conceived specifically for the characteristics of this market segment. A personalized, Web based marketing solution was seen as an important tool to target this vital group of consumers and to inform them about Acer's competitively priced, high-quality computers available through Acer's channel partners in the education market.
The company wanted a dynamic Internet solution that provided the means to achieve their goal with a clear and pointed solution for their CRM needs within their budget constraints.

Pamet's Solution

Pamet provided a technology solution to discover the demographics of this target group, such as their specific likes and dislikes, levels of education, where the buyers lived, as well as when they bought - without actually asking the questions.
Using an open source application server framework that could sit on any major RDBMS, we built Acer a rich and powerful CRM solution that learned about its visitors and allowed Acer managers to modify its behavior as needed and with ease.
We built a full reporting functionality into the application, which monitors every move a visitor makes on this site. On the backend, a Web based administration tool allows marketing specialists to customize different campaigns and promotions to learn more about the visitors and subsequently use the gathered marketing information to specifically target each visitor with individualized product information.

Benefits to the Client

One of the first personalization engines that is easy to maintain, the education marketing site accomplished Acer's goal in a user-friendly environment. With built-in management access, Acer's marketing team can make site changes easily and without a need for support from the development team. They can add or amend the personalized ad banners that greet visitors, and even make HTML changes with ease.
More importantly, this CRM effort was well defined, focused and executed in under 30 days. This made it an affordable and successful exercise in CRM.

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