Sears Selects KXEN for Customer Analytics

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Sears, Roebuck and Co. installed KXEN's Analytic Framework to better target direct marketing and mailing of its multichannel and direct response customers, KXEN, a global provider of predictive and descriptive analytic software, said yesterday.


Analytic Framework lets the database marketing team develop models that identify customers who are more likely to make purchases from their various direct-to-customer marketing vehicles.


Prior to implementing Analytic Framework, Sears modelers spent upward of four weeks preparing data and model building. With KXEN, San Francisco, users cut development time to nearly five days, while modeling several parallel campaigns.


Sears, Hoffman Estates, IL, is using the technology to identify and better target its key catalog and multichannel consumers. The company accesses its data from KXEN partner Teradata. Sears can draw on thousands of customer data variables from which to build models.


Sears plans to implement KXEN for catalog marketing, e-mail marketing, solo mailings and credit statement media campaigns in the coming months.


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