Genalytics, a supplier of business analytics software for marketing and risk management, is expected to introduce Genalytics Prospect today. The program is a Web-based prospect-targeting platform that lets data owners and list resellers integrate advanced customer profiling and scoring models into the list selection process.
Though larger organizations executing major direct campaigns often use sophisticated predictive analytics to improve targeting, the cost of analytics is typically prohibitive for small and midsize organizations that run less-expansive campaigns. Genalytics Prospect addresses this challenge, according to the Newburyport, MA, company.
Genalytics Prospect lets agencies, data compilers, list brokers and marketing service providers offer a private-label Web-based portal that provides automated customer profiling, modeling and scoring as well as list selection.
Marketers can apply these sophisticated scoring models to any campaign without any specialized knowledge. Each model is unique and precisely targeted based on the customer or responder input. Genalytics Prospect delivers qualified leads at a lower net cost per response, as well as higher cross-sell and blind response rates with better marketing ROI, Genalytics claims.
Genalytics makes this platform available through its authorized reseller program. Qualified partners receive unlimited access to the platform through a Web-based interface and a reseller discount on any customer profiles, modeling or data purchases.
This partner program also features a pricing model in which analytic scoring is included in the cost of any list purchase. Rather than paying a fixed price per model or analytic project, Genalytics Prospect's list scoring is delivered as an additional select on a per-thousand-name-purchased basis. This lets Genalytics provide model-scored lists that deliver high response rates for about the same price as a standard compiled list, according to the company.
Melissa Campanelli covers postal news, CRM and database marketing 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