Compaq picks marketing campaign manager

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Houston--To manage its growing slate of Internet advertising campaigns, Compaq Computer Corp. has selected Protagona Worldwide Inc., Chicago, to be its primary provider of campaign management software. The move comes in conjunction with Compaq's goal to reduce the lag time in all of its business information systems, dubbed the Zero Latency Enterprise Initiative. Protagona reports in real-time on the response to direct, Internet direct, Web banner and print advertising with call-to-action Web addresses. The application allows marketers to make adjustments to campaigns if the number of responses or sales is disappointing.
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