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Predictive Analytics & Marketing Research
Much of targeted database marketing depends on the past behavior and demographics of the customers represented in the database; i.e., we know who
the customers are, and how they have responded in the past. Even if we have fairly complete transaction history and contact history for customers, it is
becoming more and more apparent that history alone is insufficient.
It’s like driving a car by looking only in the rearview mirror. This works fine as long as the road is straight, but curves in the road lead to
disaster. Markets are constantly changing and marketing research allows us to look out of the front windshield and anticipate the curves ahead. It allows us
to understand and predict, and be “ahead of the curve.”
Marketing Research Services for Predictive Analytics
Decision Analyst’s marketing research services for database marketing include the following:
We can target subgroups within the customer database and determine motivations, perceptions, and preferences. This in turn can lead to new positionings, new
messages, and new methods of attack.
Customer groups can be identified and surveyed to develop projectable data for all customers and subsets of customers to assist in targeting and segmentation analyses.
Most text or open-ended comments in customer databases are never fully analyzed or understood. Decision Analyst uses powerful coding software systems to reveal
the true messages customers are trying to send and reports them in an understandable way.
Testing Marketing Programs
Using its worldwide Internet panels and research systems, Decision Analyst can economically test the following marketing materials for effectiveness (before
deployment):
- Brochures
- Ads
- Promotions
- Product offers
- Catalogs
- Web design
The sales and profit potential of new marketing programs can be experimentally derived, so that realistic estimates of first-year performance of new programs
and offers can be accurately forecast.
Marketing Optimization
Let Predictive Analytic Services at Decision Analyst help you get the very most out of your telephone, direct mail, and email campaigns. Our experience with
direct response campaigns, combined with Decision Analyst’s marketing research resources, can help optimize TM scripts, direct mail offers, and email offers
to net the highest possible response rates. We can also help test direct response ads and catalog designs (both online and offline), to maximize response, profit,
or lifetime value, or to optimize a combination of all three.
- Telephone
- Direct mail
- Email
- Direct response advertising (online and offline)
- Catalog (online and offline)
“The only thing constant is change.” Product life expectancy is decreasing. That’s why new product and promotional ideas are more
critical now than ever before. Decision Analyst Innovation Services can generate the new ideas that will lead to business success, as follows:
- New product ideas
- New positioning and branding concepts
- Advertising messages
- Promotional offers
Predictive Analytic Services
For more information on Predictive Analytic Services, please contact Rod
Carver, Vice President, Director of Predictive Analytic Services (rcarver@decisionanalyst.com),
or call 1-800-ANALYSIS (262-5974) or 1-817-640-6166.
Additional Resources from Decision Analyst
Predictive Analytic Services
Advanced Analytic Brochures
Predictive Analytic Case Histories
