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....