Briefs

ClickZ News, By Kevin Newcomb | April 6, 2005

Apollo Data Technologies plans to launch a predictive analytics solution this week that puts complex statistical tools in the hands of marketers.

"Marketers don't have time to do anything with all the data they're collecting, but they don't want to throw it away either," said Jeff Kaplan, principal, client services, at Apollo Data Technologies. "Really, 90 percent of data is just noise -- it's the last 10 percent that's worth examining."

Apollo has used predictive analytics for such data mining and data warehousing tasks as enabling The Seattle Times to target marketing efforts to various customer segments and helping Barnes & Noble maintain retail store inventory levels. It also applies the technology to a text mining program.

Classmates.com used Apollo's technology to aid in customer communications. The company once manually tagged all incoming e-mail. This led to inconsistent tags due to differing category interpretations, as well as simple mistakes. The lack of an automated process prevented the company from prioritizing its responses to potential paying customers.

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