Briefs

By Jeff Kelly, 28 Aug 2008 | SearchDataManagement.com

HINGHAM, Mass. -- Peter Harvey doesn't want you to receive multiple copies of the same scented candle catalog or cruise ship promotion ever again. In fact, the day is fast approaching when Americans will receive only marketing materials tailored specifically to their daily lives -- at least, when the materials come from Harvey's clients, he said.

Harvey is the chief executive officer of Intellidyn, a Hingham, Mass-based consulting firm that helps clients design and implement direct marketing campaigns: fliers, catalogs and other promotional materials intended to entice customers into buying a bouquet of roses for Mom or booking a cruise to the Bahamas. With data analytics and mining software built on a SAS Institute Inc.-based business intelligence platform, Intellidyn lets clients identify and target their most likely customers, reducing marketing spend and hopefully boosting return.

Intellidyn collects data -- more than 600 million records -- from credit agencies, property listings and other available sources to create a unique profile of every adult in the U.S. It then loads the cleansed, live data into SAS-based data warehouses with data modeling and mining capabilities customized to its clients' business requirements. In addition to identifying which consumers are most likely to buy a particular product or service, the software also allows clients to analyze historical patterns and predict future consumer behavior.

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