Pfizer Inc is the world's leading research-based pharmaceutical company, providing a broad range of human and animal pharmaceuticals, as well as consumer products. In 2003, the company had $45 billion in revenue and 120,000 employees worldwide,

Situation

• Pfizer’s Consumer Marketing Group contracted with Extraprise to improve the effectiveness of it’s Siebel Marketing System
• The company had little ability to collect, process, and analyze information for a multi-channel Response Management Initiative designed to improve customer segmentation and campaign management

Scope

• Upgrade to the latest version of Siebel Marketing and implement a “plan-execute-analyze” philosophy for campaign management
• Use marketing insight to better target outbound customer interactions through surveys and other campaigns

Solution

• Implemented new systems and processes and began a three year follow-on project to outsource campaign management including design, execution, measurement, and monitoring