The intuitive user interface guides you through the whole process so that you can classify customers in a few easy steps, and the new Scoring wizard makes it easier to build models to score your data. After you run an analysis, the easy-to-understand, color-coded output is ready for export into Microsoft Excel.
With IBM SPSS Direct Marketing software, you get the features you need to:
Classify customers and prospects based on identifying characteristics: These include age, marital status, job function and where they live. Segment prospects or customers into clusters, which are groups that share similar qualities and differ from others.
Compare campaign performance: Test existing campaigns against new campaigns, collect your data and run a control package test. Use color coding to quickly determine which test package would outperform your control package.
Create responder profiles: Generate profiles of those who responded to test campaigns. Use the prospect profiling tool to pinpoint specific characteristics in the data, such as age, marital status and job functions.
Generate propensity-to-purchase scores: Target customers most likely to respond to campaigns or offers, and generate XML files to score other data. This helps eliminate less active or unlikely customers from your list.
Analyze responses by postal code: Identify postal codes with high rates of response to your marketing campaigns. Even find the best location for adding an agency or a brickand-mortar store.
Refine individual customer lists: Use the improved scoring interface to write RFM scores, prospect profiles and response rates back to existing or new data sets. Quickly build targeted lists and adapt marketing strategies for each customer group.