As in most competitive industries, acquiring and retaining customers are top priorities. DIRECTV invests heavily in advertising and incentive campaigns. Managers want to know which types of campaigns. Managers want to know which types of campaigns are the most effective and which are a waste. Evaluating and managing marketing efforts requires accurate, real-time information, and the ability to take action. Managers also needed access to reports that detailed the purpose and outcome of customer call and other call center activity metrics.