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Marketing Dynamics

Challenge

Develop more profitable direct marketing programs for its clients.

Solution

Turn large amounts of customer data into valuable decision-making information.

Results

For marketing consulting firms that process and analyze huge amounts of data, a resourceful, reliable marketing analysis product isn't a "nice to have" - it's a necessity.

I don't know how we did what we did before we purchased SPSS.


Gained a deeper understanding of collected customer data

"I don't know how we did what we did before we purchased SPSS," said David Jedele, owner of Marketing Dynamics, a successful upstart marketing consulting group in Norwalk, Connecticut. "Before SPSS, we didn't have anything to manipulate our marketing data. SPSS has made our jobs far less complicated and made us more productive."

Leveraged understanding to create more profitable programs

SPSS analysis techniques such as list analysis, data aggregation and cluster analysis, enabled Jedele and his marketing team to understand vast amounts of customer data and create more successful direct marketing applications. Marketing Dynamic's client list includes Cartier, Benjamin Moore & Company, SmithKline Beecham, American Express Publishing and several prominent catalog companies.

Discovered and reached new markets

Marketing Dynamics used SPSS to help clients develop more profitable, efficient direct marketing programs. In turn, clients could better understand customers, discover new markets and undertake successful direct mail campaigns to reach those new markets.

Generated profits by licensing models built with SPSS

Marketing Dynamics was even able to develop and license its own proprietary models with SPSS. "We use SPSS to build predictive models. For example, with SPSS we created a model called MoneyMarket$ID that predicts net-worth, liquidity and risk aversion on a household level. We license this model to other organizations."

As Marketing Dynamics acquires more clients and additional consulting business, Jedele plans to use SPSS even more. "We've become avid users of SPSS. There isn't a day that goes by that we aren't deep in the software."