What is ATLAS?
ATLAS is windows-based software that runs on your personal computer. It makes planning, reporting and analyzing direct marketing promotions easy! It makes accessing and manipulating your list data easier and faster.
ATLAS is a comprehensive system, which allows you to create and follow a direct marketing campaign from beginning to end, including conversions and renewals. The more data You supply, the more useful and powerful ATLAS becomes!
ATLAS allows you to house all historical list data in one place. No more creating and combining spreadsheets; i.e. manipulating list data each time you need to make a list plan.
ATLAS is a powerful analytical tool. It allows you to: combine historical data easily and logically, produce a new list plan based on historical response patterns, track response rates after a campaign goes in the mail, create multiple "what if" scenarios, etc. all with a few clicks. The key is consistent user-defined data maintenance.
Why Do I Need ATLAS?
Clean, organized, Database Management -
All your list history (including package, offer and premium history) can be maintained in one, easy-to-access database. You will no longer have to keep multiple spreadsheet files and reams of paper from your fulfillment house.
Historical data can be uploaded from existing spreadsheets or flat files from your fulfillment house. Updating historical or active campaign data is easy and requires minimal manual entry. Even initial setup is simple!
Planning/ Budgeting -
ATLAS uses its analytical capabilities to help you produce a plan for a future campaign. ATLAS gives you the tools to produce a plan based on the New Business cycle or Lifetime value and the time to create multiple "what if" scenarios. For instance, you can plan a campaign based on response levels and determine what your projected mail volume should be, or determine how many responses you will get from a specific mail volume all based on historical data including past merge/purge rates and available list universes. ATLAS takes into account seasonality, response trends and the package you' re mailing.
ATLAS is flexible! Because you will know things ATLAS can't know, ATLAS has been designed to be flexible. For instance if you know a list has a new owner or the owner has changed their mailing methods you can easily overwrite an ATLAS response projection for that list.
Multiple levels of Analysis -
ATLAS will analyze a campaign on many levels depending how much data you choose to supply, anything from straight new business response by list to test panel analysis.
Tracking your Responses -
Weekly response and monthly payment projections, as well as projected finals can be tracked during an active campaign right in ATLAS (eliminating a separate spreadsheet). Weekly actual (or estimated finals) versus plan reports can be produced easily through the ATLAS reporting function.
ATLAS allows you to customize your own reporting templates, from a list of lists for a new campaign to a projected lifetime profit & loss statement by list for a given campaign or a full directory of lists mailed over many campaigns. You can sort your reports based on any data item! ATLAS' subtotaling options are flexible and dynamic. Actual to plan comparisons are accessed and reported in easy to read formats for others' review.
You & Your List Broker -
When you and your list broker are both using ATLAS you can send data back and forth easily via e-mail or disk transfer. This makes your list broker more effective too, letting them keep up-to-date on list performance for your product, helping them make better list and test list recommendations. Even if your broker is not using ATLAS, or if some of your list data is proprietary, you can customize ATLAS reports for your broker in the ATLAS report function to mail, fax or e-mail.
How does ATLAS work?
ATLAS works by using consistent user-defined data. ATLAS makes it easy to keep list names and selection descriptions consistent for effective data sorting and easy-to-read reports.
ATLAS has been written to take into account effects of seasonality and the use of different direct marketing creative over time, i.e. multiple mail packages or different pricing (all based on historical data supplied by you).