Briefs

PASW-Direct Marketing is designed for business users and requires no knowledge of advanced statistics.

By Antone Gonsalves, August 24, 2009

SPSS has introduced predictive analytics software that helps marketers analyze customer and market data to boost purchases, improve responses to offers and increase customer loyalty and satisfaction.

PASW-Direct Marketing, launched last week, is designed for business users and requires no knowledge of advanced statistics, according toSPSS, which IBM agreed in July to acquire. A key component of the software's ease-of-use feature is an intuitive interface for performing sophisticated analysis.

The interface enables marketers to perform six analytical procedures, including recency, frequency and monetary analysis; cluster analysis, and prospect profiling. In addition, marketers can improve the effectiveness of campaigns through postal code analysis, propensity scoring and control package testing.

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