Protagona aims for CRM protagonism

Protagona aims for CRM protagonism

After expanding its international presence to include an office in Australia last year, Recognition Systems has changed its name in a new branding push to capture the campaign CRM market.

Recognition Systems will now be known as Protagona Worldwide, after the Greek word protagonist or central character. But the company's distinct focus on the campaign marketing side of CRM will not change, according to Paul Gregory, co-founder and chief technology officer of Protagona Worldwide.

Gregory has been critical of the image of CRM being proliferated in the Australian market. "It's been hijacked by the call centre market. If I say to someone we're a CRM company, they automatically think we [roll out] call centres," says Gregory.

Protagona began in the 1980s when Gregory and a number of other staff were employed to create data analysis software tools to assist a military project in the UK. Since then Gregory claims he and his colleagues have set about "using the same technology to evaluate data in a marketing capacity. If business is war, then marketing is certainly at the battlefield," adds Gregory.

Protagona offers three modules in a suite of products dubbed the Protagona Ensemble. The Producer module provides a bridge between a company's customer databases and call centre operations. Director is Protagona's online analytical processing (OLAP) software designed to produce reports based on information retrieved by Producer. Finally, eCast is the vendor's latest e-mail generation module, designed to generate e-mail campaigns based on Director reports.

The company has just signed its first big scalp in the region with brewing house Lion Nathan and Clive Roberts, who has been appointed vice president Asia Pacific for Protagona, is eager to recruit partners.

Roberts says the company is looking for a range of partners to grow the product in several vertical markets including banking, insurance, utilities, communications (telcos) and large retail conglomerates.

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