Correspondence: Shaun Doyle, Cognitive Box (Consulting) Ltd Sams Barn The Greenway West Hendred Wantage, Oxon OX12 8RD, UK. Tel: +44 (0)1235 821 353; Fax: +44 (0)1235 861 678; e-mail: shaun.doyle@cognitivebox.com

¹is CEO of Cognitive Box, an analytical CRM consulting company. He has been involved in over 200 projects around the world which have been concerned with improving marketing performance through the use of technology. He is currently involved in three projects implementing MRM-type solutions in the UK, USA and Israel. Prior to setting up Cognitive Box, he was founder and chairman of Intrinsic, a campaign management vendor acquired by SAS in March 2001. While at SAS, he was involved in the development of the SAS marketing solutions: Marketing Automation, Marketing Optimisation and Interaction Management.

Received 11 October 2005.

Abstract

This paper provides a practical guide to the evaluation of campaign management and marketing resource management vendors. It is aimed at senior marketing managers and other marketing users who are going to be part of the evaluation process.