The first improves the modelling process by taking advantage of KXEN algorithms to reduce the time taken for the process and to make it possible to create models reflecting a larger number of marketing scenarios.
The feature has already been used by database marketing company Marketing Databasics. Its managing director Trevor Jones said: "Modelling that used to take weeks can now be accomplished in hours.
"With KXEN, we can apply models to exponentially more campaigns and ever-finer population segments -- resulting in a lower cost per model and greater marketing effectiveness."
The second module is a segmentation tool for high-volume list or campaign producers who may develop marketing campaigns from multiple lists, each of which may contain many cells with unique targeting criteria.
With the selection planner tool, users can define selection criteria and efficiently test assumptions before launching a campaign. They can also import and export mail plans to and from Microsoft Excel.
The third module, business reporting, allows other company departments to access information in the marketing database. Information, for example on campaign response history and call centre productivity, can be compiled in reports available both on request by users and for distribution via a web portal at regular intervals.
The new modules are already available within Alterian's Marketing Suite.
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