MOCA Launches Enhanced Vortex Tool

MOCA developed the Vortex tool in 1999 to help solution providers track leads generated by different marketing campaigns. The El Segundo, Calif.-based division of Arrow Electronics developed the latest version with the help of Harte-Hanks, according to MOCA.

The latest version allows customers to reuse leads that had been purchased for previous marketing programs going back to 2001. Until now, customers paid a fee each time they accessed end-user information, regardless of whether it was a new or old lead, because MOCA pays between $2 and $3 to keep each lead licensed and refreshed every quarter. Solution providers now pay only once to purchase new end-user information.

With Vortex 3.0, iForce Partners that purchase Sun products from MOCA can better determine which prospects from previous campaigns might be appropriate for new marketing programs, said Rich Severa, president of MOCA.

"Our resellers are making an important investment when they purchase end-user lists through us," Severa said in a statement. "We're maximizing that investment by giving our resellers the ability to create focused one-to-one marketing campaigns that retarget the ideal candidates in previously purchased lists for each new set of criteria. More highly focused campaigns, we believe, will lead to more closed business."