OMD Data won the contract to upgrade the COI's current system, COI Coupon and Response Process (Carp), following a competitive tender led by Marc Michaels, the director of direct and relationship marketing.
The system will cope with the complexity of different audiences and response channels, according to Peter Buchanan, COI deputy chief executive.
"COI works with more response channels than ever before, targeting a wide range of audiences. In addition to the more traditional phone and coupon responses, COI now uses webforms, interactive TV, text, email and face-to-face activity," he said.
To be launched next year as COI Artemis, the new web-based tool will allow the COI, COI clients and OMD Data planners to collaborate via a secure portal.
It will provide information on campaign response and conversion rates as well as awareness, and help with elements of campaign planning such as budget setting, optimising media combinations, and predicting response levels.
Andy Bellis, head of OMD Data, described it as the next generation of OMD's own Storm tool, but tailored to the COI so that it can focus on target audiences such as the elderly or people on low incomes and can handle multiple campaigns.
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