Genalytics Offers on-demand targeting for business

NEW YORK - Data solutions provider Genalytics announced at DM Days here that it now offers On-Demand Targeting for business-to-business campaigns, which allows marketers to use automated predictive modeling techniques to identify prospective business customers.

Andover, MA-based Genalytics  said that with Genalytics On-Demand Targeting, organizations can use advanced predictive modeling, profiling and list scoring without the overhead of traditional analytic approaches, to identify customers and businesses that are most likely to respond to a marketing campaign. Because On-Demand Targeting is automated, agencies, data compilers, list brokers and marketing service providers can offer advanced business targeting for every campaign.

Business On-Demand Targeting contains more than 16 million businesses, including a rich cross-section of small to medium-sized organizations.

In addition to the traditional business data variables of NAICS, SIC, business size, number of employees and revenue, the file includes more than 7.5 million business owners and operators, with demographic profiles such as home values and income. The additional demographic information about owners and operators adds significantly to the quality and accuracy of targeting models, especially for situations that target the small and medium-sized business prospect.

Business On-Demand Targeting follows last month's introduction of Acxiom On-Demand Targeting, which is exclusively focused on consumer campaigns and is also powered by Genalytics technology.