Briefs

The First Automated Prospect Targeting System Helps Agencies, List Brokers and Marketing Service Providers Improve the Performance of Direct Response Programs

NEWBURYPORT, Mass. - March 14, 2005 - Genalytics, a leading provider of advanced predictive analytics solutions, today introduced Genalytics Prospect. This new web-based prospect-targeting platform brings the power of advanced modeling, profiling and list scoring to the masses without the overhead of traditional analytic approaches. Using Genalytics Prospect, agencies, data compilers, list brokers and marketing service providers can offer advanced targeting to every customer and for every campaign.

Selecting prospects for a marketing campaign is an art as much as it is a science. Marketing managers will look at customer demographics, marketing segmentation strategies, and past experience to make educated guesses about the most likely responders. In the end, there is always a question of whether the selection criteria will actually result in the highest response rate at the lowest cost. Larger organizations executing major direct campaigns will often employ sophisticated predictive analytics to improve targeting. The time and expense associated with building complex scoring models is recaptured with a proven return on investment. However, the cost of analytics is typically prohibitive for small and medium-sized organizations that run less expansive campaigns.

"The Internet and low cost storage has reduced the barriers to gathering, storing and reusing customer data," said Ray Kingman, CEO of Genalytics. "Genalytics Prospect allows data owners, agencies and list resellers to effectively leverage this customer information in order to bring additional value to their clients and differentiate their services. With Genalytics Prospect they can offer a private-labeled Web-based portal that provides automated customer profiling, modeling and scoring, and list selection. Prospect targeting provides an excellent opportunity for marketing services providers to increase margins and create new revenue streams without the time and expense of traditional predictive analytic approaches."

For more information, visit www.genalytics.com.