PASW-Direct Marketing, launched last week, is designed for business users and requires no knowledge of advanced statistics, according toSPSS, which IBM agreed in July to acquire. A key component of the software’s ease-of-use feature is an intuitive interface for performing sophisticated analysis.
The interface enables marketers to perform six analytical procedures, including recency, frequency and monetary analysis; cluster analysis, and prospect profiling. In addition, marketers can improve the effectiveness of campaigns through postal code analysis, propensity scoring and control package testing.
SPSS claims the new product can help organization get the most out of their marketing dollars by finding the customers and prospects mostly likely to respond to campaigns. For example, the “propensity to purchase” function in the software leverages previous response information and customer characteristics in ranking which customers and prospects are likely to respond to an offer. This reduces cost by keeping people least likely to respond off of mailing lists.
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