Genalytics Targets Smaller Businesses with ProspectDirect

Data services marketing firm Genalytics introduces ProspectDirect, a new platform for small companies to have access to complex market analytics.

ProspectDirect offers clients hundreds of predictive models in finance, real estate, automotive and consumer products and services. Genalytics, Andover, MA,  is a data solutions firm that offers selling platforms to direct marketers.

"The goal is to offer small businesses the same kind of marketing tools that we've been offering to big firms like Citicorp and Capital One," said Doug Newell president and founder of Genalytics, New York. "It is a democratization of analytics."

Genalytics Auto can be used by a local auto dealership with an excess inventory of certain vehicle to identify consumers who may be interested in purchasing the car. Every consumer on the database has a score on the likelihood that they would purchase the car based on the consumers' history of purchases and auto registration. This information gives marketers a more refined background to target, the company said.

There is also a custom option for individualized firms or for specific products and service campaigns that can be added to the platform.