PASW Direct Marketing Module
Analyze Data Using Comprehensive Statistical Software
To understand your customers or contacts in greater depth, you can perform various kinds of analyses, including recency, frequency, and monetary value
(RFM) analysis, cluster analysis, and prospect profiling. You can also take the necessary steps to improve your campaigns through postal code analysis, propensity scoring, and control package testing.
PASW Direct Marketing provides you with all the tools you need to conduct sophisticated analyses of your customers or contacts easily – and with a high
level of confidence in your results. Although this new addition to SPSS Inc.'s family of Statistics products relies on powerful analytics, you don't need to be
a statistician or programmer to use it: the intuitive interface guides you every step of the way.
 As a result of using PASW Direct Marketing,
your organization can:
- Identify which customers are likely to respond to specific promotional offers
- Develop a marketing strategy for each different customer group
- Compare the effectiveness of direct mail campaigns
- Boost profits and reduce costs by mailing only to those customers most likely to respond
- Prevent spam complaints by monitoring the frequency of e-mails sent to each customer group
- Plan for locations to set up offices or stores
PASW Direct Marketing enables you to maximize the ROI of your marketing budget.
Whether you're launching new campaigns, testing campaigns, looking to increase cross-sell and up-sell revenue, or even planning to open an office or
store, you can use PASW Direct Marketing to improve your understanding of customers and prospects – and make better business decisions.
Features
PASW Direct Marketing includes a combination of specifically chosen procedures that enable database and direct marketers to conduct data preparation and analysis activities. They can do this using only the PASW
Direct Marketing module, or they can use it in conjunction with PASW® Statistics Base* and other modules in the PASW Statistics product family.
- RFM Analysis: Score customers according to the recency, frequency, and monetary value of their purchases.
- Segment customers or contacts: Create "clusters" of those who are like each other, and distinctly different from others.
- Profile customers or contacts: Identify shared characteristics, to improve the targeting of marketing offers and campaigns.
- Identify those who are likely to purchase: Develop propensity scores and improve the focus and timing of your campaigns.
- Test control packages: Find out which new (test) packages out-perform your existing (control) package.
- Know where responses come from: Identify by postal code the responses to your campaigns.
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