Who Are You Really Influencing? - New Functionality
in Decisionhouse 2.0 Helps Marketers Unravel Even
More Complexities of Customer Behavior
ACTION ITEMS
Quadstone's latest product release introduces Differential Response Analysis, a new approach to understanding customer action and behavior.
Quadstone Limited, a leading developer of customer behavior management software, has announced a major upgrade of their award winning software, Decisionhouse. The latest product enhancements add to the competitive advantage Decisionhouse users already enjoy.
Even for the most sophisticated organization, analyzing customer behavior brings to light a number of complex issues that can potentially affect marketing ROI. Take, for instance, a simple response analysis. How does an analyst know that it was the mailer that was sent out, rather than a TV advertisement, that inspired the customer to come in and make that 2-for-1 purchase? Until now separating the effects of the various elements of the marketing mix has been a long and tiresome process - often requiring the analyst to use a number of different tools. Given today's pressurized environment many analysts only have time to do superficial post-campaign analysis, few have the luxury of the time or the tools to rigorously examine campaign effectiveness.
This is just one type of problem that Decisionhouse users no longer have to wrestle with. Decisionhouse 2.0 packages this complete process of uncovering the true incremental value of specific marketing actions. Named Differential Response Analysis Decisionhouse's new technique makes this essential analysis task more accessible, less ambiguous and brings substantial productivity gains to analyst groups.
Differential Response Analysis (DRA) also provides a mechanism to easily identify which groups of customers have been most strongly affected by a marketing action. High response rates for certain groups may be seized upon as a great result, but these rates may mask the fact that these consumers would have taken the offer in any case. Decisionhouse highlights those groups where there has been the most profitable change in behavior. It is this ability to understand and, therefore, influence changes in customer behavior that is the key to business growth and success in the competitive marketplace.
Decisionhouse development continues to allow business users the ability to leverage their marketing knowledge and expertise to identify behavioral patterns in customer information. By bringing together the ability to
Decisionhouse produces a single solution that operates on all customers in even the largest database. This produces more effective marketing programs, accurate strategic decision making, and higher company profitability for users in the banking, insurance, retail, and telecommunications industries.
Nick Radcliffe, CTO at Quadstone, is confident that the new version of Decisionhouse will further help marketers target their customers' needs. "Decisionhouse is already widely recognized as the leading customer behavior management software tool. The new differential response analysis feature in our updated product offers a specific and unique solution to a major CRM analysis problem. It's just one example of our commitment to continued product improvement."
Other Extended Functionality and New Features in Decisionhouse 2.0
In addition to Differential Response Analysis, Decisionhouse 2.0 also includes the following additional features:
Multiple views of raw data - The new Record Viewer has a spreadsheet-like interface for viewing raw data values. It integrates the functionality previously available through two separate capacities for general cleansing and transformation of data, reporting of summary statistics, and creating datasets.
Enhanced managability of wide datasets - Developments incorporated to improve the management of large datasets include: data compression, which reduces disk storage requirements; improved internal memory usage that generate significant performance gains; and an improved graphical user interface to function more effectively with large numbers of fields.
Decision tree enhancements - Decisionhouse 2.0 provides the user with more control over the building and display of decision trees. New features include the ability to prune trees manually, fold parts of the tree for display simplification, and lock parts of the tree during step-by-step building so that only selected parts of interest grow further.
Full support for date and time types - Decisionhouse 2.0 processes and analyzes date and time data without the need to transform them using other functions. It provides automatic transformation of date and time data into periods from seconds to decades.
Pricing and Availability
Decisionhouse 2.0 will be fully released in April 1999. Pricing starts at $50,000 for data sets up to 1 million customers. The new version of Decisionhouse is currently in use in the Quadstone Bureau Services team, and is undergoing a beta program with selected customers.
About Quadstone Limited
Quadstone was founded in November 1994 and started operations in March 1995. The company has over 70 employees in offices in Edinburgh, Scotland, with additional headquarters in Boston, MA and London, UK. International partnerships with companies in the USA, Europe, and Southeast Asia will be the source of major expansion for Quadstone's products in 1999. For more information, call 617-753-7393 or visit http://www.quadstone.com.