Statistical analysis plays a major role in your targeting process - not only from a response modelling and scoring perspective but it is essential to really understand your customers' behaviour and their needs.
Usually data analysis starts with a spreadsheet where you would be typically undertaking simple summaries and basic row-and-column maths.
Spreadsheets
though are only the beginning and when you want more insight into your
data for database analysis, survey research, predictive modelling,
geographic mapping, etc., true customer understanding will only be
uncovered by using specialist software such as SPSS, AnswerTree,
Statistica, 4Thought, QPSMR, etc.
Whilst Technologies4Targeting are an advocate of these technologies - in particular SPSS and AnswerTree - having deployed these tools and trained users successfully for over 12 years, there has always been a number of particular challenges from the database marketing industry which are not - either easily or at all - answered using the technologies mentioned.
These concern very high data volumes, disparate and often hard to relate data sources, a requirement for virtually instantaneous penetration analysis and propensity modelling - without needing expensive statisticians, and the actual deployment of the resulting analysis for real business gain.
At last there is a powerful solution to this problem - KbaseT (powered by FastStats.NET) - and only available from Tech4T.
KbaseT is a
web-interfaced marketing database that gives you a 4D view of your
customer and prospect data - all of it! You can count, cross-tab, chart,
map, select, profile, model, analyse, score, extract, campaign manage...
hundreds of thousands or millions of records in seconds!
With
KbaseT you can...
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Access all of your data in the
right format virtually instantaneously - through your web browser -
Make simple or complex selections across thousands or tens of millions of records in seconds
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Select subsets from your database and export data already formatted with field (variable) labels and category value labels direct in an SPSS SAV format (many other formats readily available including SAS through our DBMS/Copy utility)
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Automatically zip up your exported files and download to your PC - from wherever you are in the world
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Create new fields (variables) on the fly and use these to enhance your selections
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Import scores and models from SPSS and other statistical software directly into KbaseT. Instantly apply the results to improve targeting and better manage communications
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Compare one data subset against the base (a selection of records against your complete customer database) or compare two separate subsets (selections). Instantly produce a penetration analysis table together with a graduated histogram showing you exactly which variables (fields) are important
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Automatically create new variables (fields) on your database holding propensity scores - the higher being your best prospects. Select on score bands for targeting
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Model the score and within seconds create gains, revenue, profit, etc. charts.
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Set your criteria for a mailing - likely response, cost, revenue, etc., apply the model, view the automated cumulative gains charts, select the highlighted cells, commit your selection and apply across your whole database. Time from start of analysis process to targeted selection deployed - 5 to 10 minutes!
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Build KbaseT systems direct from your coded and labelled SPSS files
KbaseT Profiling and
Profiling investigates the
distribution of a customer segment relative to the customer base
illustrating the results with graphics and relevant statistics.
Model reporting illustrates potential gains, revenues and profits and you can select the best prospects by simply clicking on a response chart. With profiling and modelling, sophisticated analysis techniques are made available to non-technical marketers putting the analysis power in the hands of those who understand customers and use the marketing database.
Typical applications for Predictive Modelling
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Selection of look-alike prospects (i.e. prospects who match the profile of selected customers). This is the most common approach and is a natural progression from profiling
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Using scoring to grade prospects to prioritise marketing and telemarketing
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Using different analysis selections, marketing priorities can be applied based on risk - financial, churn, propensity to respond, purchase, upgrade, etc.
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Using scoring to grade and select best prospects from third party lists
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Profiling responders against the base of all those marketed to in a test campaign and score prospects to prioritise who to select for the rollout of the campaign
Geographic Mapping
P
ie-chart mapping can be used, for example, to see the breakdown of household income across the geographical territory. Zooming in on a map reveals street level data across the whole of Europe or USA.Reporting and Exporting
There are many export options available including: CSV, Fixed Format, dBASE, unique reference numbers (URNs), SPSS, etc. With SPSS statistical analysis files, all of the descriptive labels held against both the fields and selection categories in
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Remotely access your data through your web browser from anywhere with an Internet or Intranet connection
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Use secure log-in procedures - one or two level inc. NT log-on verification and configurable options for new-user set-up and control to restrict access to your data
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Include encrypted name and address data if required to protect your customer names from prying eyes. A decryption utility can be provided for your mailing house or analyst to revert to a readable name and address format
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Make point and click selections with ease, however complex. Use both rules-based and URN (unique reference number) selection building blocks for maximum flexibility
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Undertake ultra fast train-of-thought analysis of all your data - millions of records in seconds
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Include as much prospect, customer and transactional data as you need - no restrictions. You can have separate systems for customers and prospects if you desire, each with different fields and folders. Or you could have a combined prospecting system containing your total prospect universe (subject to data provider agreement/terms), with customers matched against the prospect base and flagged with their summary purchase information
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Create multi-cell cross-tabs and charts in seconds
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Use Venn diagrams to examine overlap and make selections through a graphical interface
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Prepare profile reports, undertake penetration analysis (comparing the profiles of two different groups of people such as responders/non responders), create new virtual propensity scoring variables, apply models and make selections of other prospects in your database with the highest propensity scores
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Geographically analyse customers using mapping integrated with Microsoft MapPoint on the PC. You can also have your competitors highlighted on a separate map layer if needed
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Plan and manage multi-cell mailing campaigns and promotions including the automatic generation of cell de-duplicated output files and apply 1 in N and split cell selections for testing
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Report all your selection, analysis, cross-tab, charting, profile, model, etc. activities directly into a Microsoft Excel workbook - first viewed on-line then downloaded to your PC
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Extract output files for mailing, telemarketing, emailing, further analysis, etc., and seamlessly transfer these to a local PC, optionally zipping the file/s prior to transfer. Files can contain any fields held within the system together with newly created scores
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Create your own variables/fields derived from existing fields or imported files. These can include statistical PMML models (predictive modelling mark-up language) and files containing predictive scores and unique reference numbers produced from other statistical analysis software. You can then use these new variables/fields in your analyses and predictive targeting
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Experience knowledge-based targeting at no initial cost...
We would be delighted to build a KbaseT demonstration system using some of your own sample data, and put this on-line for you and your colleagues to evaluate FREE OF CHARGE.
Call Tech4T on 01733 890790.
See also...
Take action NOW - and fulfil your database marketing and analysis needs
