Specialists Plans Modeling Service for Retailers

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Specialists Marketing Services Inc. will release MarketLens, a custom modeling solution for retailers and other service providers in May, the Weehawken, NJ, company said Friday.


MarketLens is being developed by Specialists' subsidiary, Specialists MultiChannel Solutions LLC. The models will leverage customer data and proprietary neighborhood household clusters to create a tiered trade area for prospecting purposes, the company said.


Within MarketLens, the Campaign Optimizer feature allows clients to determine the optimal market size and prospect circulation for each location either based on a predefined quantity or market penetration percentage.


"We found that many of the current approaches are great for the low-ticket, general merchandisers where distance and convenience are key," said Curt Blattner, COO of the subsidiary in a statement. "But for the mid-to-high ticket merchants and other marketers where location is important, the current systems tend to overvalue distance and convenience."


MarketLens is recommended for upscale retailers and marketers with higher ticket products and services such as auto dealerships, home builders, lending institutions and remodelers.


Kristen Bremner covers list news, insert media, privacy and fundraising for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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