Transitioning Midas' CRM program was an intensive undertaking that needed to be completed in less than 45 days to minimize disruption. Migration of the Midas program involved multiple large-scale projects, such as:

1. Assimilation of historical customer transaction and contact data, as well as ongoing feeds from multiple external data sources. This required a ground-up build of a multi-database warehouse of more than 21 million invoice records and nearly 10 million customer households.
   
    
2. Transition of the CRM contact program on an as-is basis, requiring rebuild of the existing response model and business rules for eight distinct, monthly, behavior-driven contact streams.
   
    
3. In-depth analytic study of previous program performance including customer demographic, behavioral, and financial data to optimize the Midas CRM program.

Metrics developed a two-phase plan for the Midas CRM engagement: first, Migrate & Stabilize, then Optimize the program.

Metrics' workflow processes enabled a smooth transition of the program, and Metrics' strategic planning, analytic, database management, and direct marketing expertise allowed for quick implementation of program improvements, including:
 

1. Enhanced data quality, through:
   
   1. Customer and vehicle householding
   2. Increased cleansing and validation of customer data
   3. Creation of more accurate and more complete customer-transaction records
   
    
2. Ongoing refinements to the business rules, timing, and structure of CRM program in order to reprioritize contact streams based on value, and reach key customers that may previously have been missed
   
    
3. Development of new response and revenue models to improve the CRM contact-selection process for optimum revenue per contact
   
    
4. Development and integration of email contact streams
   
    
5. Application of strategic findings to develop test plans and introduce entirely new contact streams and business rules
   
    
6. Development of an enhanced, Web-based campaign and CRM programreporting system

Metrics is continuing the revamp of the Midas CRM program in 2009. Major changes include increasing the relevance of contact streams based on customer behavior, new and more flexible contact streams leveraging trigger events, and increased usage of interactive contact strategies. Preliminary results indicate revenue per contact will continue to increase based on these changes.