• You can then use this information to source more records with the same characteristics for lead generation and prospecting purposes.
• Market Penetration and Potential reports show the sectors in which you are under and over represented.
• FastStats also allows you to compare two groups of customers that have been acquired from different channels or have responded to different campaigns. This means that significant characteristics can be identified and utilised in future communications.

Profiling

Using a patented Predictive Weight of Evidence (PWE) method that combines widely recognised Information Theory and Bayesian Probability, this technique scores individual customers and prospects and is fast, automatic and requires a minimum of user input.

Decision Tree Models (including CHAID)

This method produces a set of rules which are ranked to identify distinct segments or groups which contain proportionally more of your best customers and prospects. Decision Trees are particularly good for applying to external databases.

Clustering

Cluster analysis identifies groups of customers and prospects with similar characteristics. This method uses the K-Means technique to allocate each record to the nearest cluster centre, enabling you to better visualise and segment your database.

• Model evaluation – calculate the maximum ROI

The Model Report tool within FastStats allows you to test the model using a holdout sample. By inputting business financials, such as costs and revenue, this tool enables you to identify the point at which your model produces the maximum return on investment (ROI) or keeps you within budget.

• Data selections – apply your analysis to campaigns

FastStats makes it easy to create selections on the results of your model ready for your next marketing campaign. These selections can be exported for use in their own right or used directly in the FastStats PeopleStage campaign management and automation application.