Hunt Switches to Inhouse Statistical Modeling

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Hunt Marketing Group, Seattle, an integrated direct marketing communications shop, this week began using MODEL 1 statistical modeling software from Group 1 Software, Lanham, MD. HMG is the first advertising and direct marketing agency on the West Coast to use the software.

HMG president Brian Hunt said his agency is capable of offering turnkey, integrated approaches to client marketing challenges.

Clients' data modeling is performed under the same roof as their direct response advertising -- rather than farming out the statistical work to service bureaus and other vendors, he said.

MODEL 1 is the latest in a series of new software solutions that agencies can use to apply traditional predictive modeling approaches -- both statistical and nonstatistical -- on databases of up to 2 billion files for more efficient forecasting of customer and prospect behaviors.

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