Deep analytics

SPSS has released its PredictiveMarketing solution, an automated predictive analytics application said to help marketers improve customer targeting and increase response rates.

The company says PredictiveMarketing uses analytics that automatically sift through volumes of customer data to find revealing patterns. Designed to accommodate a range of user skill levels, a Web-based interface provides the results in visual formats that enable marketers to predict which customers will respond, purchase and churn.

Built upon open, standards-based architecture, PredictiveMarketing is a stand-alone application that can integrate into organizations' campaign management, sales force automation or CRM systems, says SPSS. Further, it claims, the software’s interface can be easily modified, either by simplifying it or by adding more complex capabilities, to suit users' analytical skill levels. It can also be used in conjunction with data mining tools, such as SPSS' data mining workbench, Clementine, to give marketers access to data mining results in formats that they can use, without placing additional demands on data miners or analysts.