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SPSS, Alterian Offer Higher Return On Marketing Initiatives

A new data modeling solution launched in the United States today by Alterian, a global provider of business analytical solutions, offers companies the opportunity to achieve a higher return on investment from their marketing initiatives. Alterian Modeling allows customers to quickly and easily analyze their customer data and predict customer behavior, paving the way for more targeted and effective customer communications.

"Millions of dollars are wasted every month by companies churning out direct mail and other marketing communications to customers who are unlikely to respond," says David Eldridge, CEO of Alterian. "Alterian Modeling takes the guesswork out of marketing. It gives businesses the information they need to tailor and direct their marketing initiatives towards those customers and prospects most likely to contribute to profits."

Alterian Modeling offers a unique combination of speed, ease of use and industry-leading data-modeling capabilities. Based on Alterian's powerful data analysis engine, the solution incorporates data mining components from leading predictive analytics provider SPSS Inc. The two companies have teamed up to create a product that allows business users to carry out sophisticated predictive analysis at the desktop quickly. For the first time, marketing managers can easily direct and control their own data modeling activities, reducing their reliance on external agencies and data analysts.

Using the Alterian Modeling solution, companies can:

• Utilize historical customer profitability patterns to predict which customers are likely to be most profitable in the future and direct marketing resources accordingly
• Calculate customers' propensity to respond to a mailing, so that marketing campaigns can become more targeted and achieve higher response rates
• Identify the characteristics of customers likely to switch to another service provider, by analyzing churn across the entire customer base and then take appropriate measures to retain the best customers
• Identify naturally occurring groups of customers with similar buying habits, enabling companies to build specific strategies to respond to specific requirements
• Build "decision tree" maps to break down customers into groups according to their demographics and purchasing habits, leading to a far more detailed and scientific understanding of the customer base
• Predict which products or services existing customers might be most interested in buying next, allowing companies to make specific, targeted recommendations
• Recognize patterns in buying habits that could influence merchandising decisions, such as which products to place next to which on shelves in stores
• Highlight suspect behavioral patterns, such as unusual or over-frequent credit card usage, to protect customers and limit exposure to risk.

About SPSS

SPSS Inc, headquartered in Chicago, is a multinational computer software company providing technology that transforms data into insight through the use of predictive analytics and other data mining techniques. The company's solutions and products enable organizations to manage the future by learning from the past, understanding the present, as well as predicting potential problems and opportunities. For more information visit www.spss.com.