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MiningSolve™:
The Core Decision Support Tool that Undergirds Our Strategic Approach
to Data Mining Automation. |
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| Most Fortune 500 companies have two
repositories of customer information, the survey research information
repository and the datamart repository. These repositories serve many
of the same marketing goals (such as sales growth) but they radically
differ from one another in how they collect, store, analyze and leverage
that data. For instance, survey research generally identifies how
to best change a product or service, while datamart efforts focus
on who to target with a given offer. It is precisely these dissimilarities
that make the possibility of a synergism between these two repositories
so compelling. Integrating these repositories has the very real potential
of rewriting how CRM is performed. In essence, adding attitudinal
survey data to the datamart constitutes a "second phase"
in database marketing. It makes it possible to move beyond merely
linking a person to a product. Attitudinal enhancement makes it possible
to "scratch them where they itch," to customize an offer
to the specific appetite of each customer or prospect. This new reality,
matching a person to a product to a pitch is, according to many thought
leaders in CRM, the next evolutionary step in database marketing. |
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| But how can this lofty goal be achieved? How can
survey research, which is usually only performed on a small percentage
of customers or prospects, be generalized to the entire customer datamart?
And besides, what attitudinal data should we add? Our proprietary
solution to these research questions is Attitudinal Imputation ModelingSM
(AIM). AIMSM is one of the most
exciting results of our R&D efforts at Decision Support Sciences. To find
out more, click on the links at the left. |
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