Chicago-based SPSS, which is in the process of being acquired by IBM (Armonk, N.Y.), has released PASW Statistics 18, the latest version of its flagship predictive analytics product, according to a press release.
The new version includes PASW Direct Marketing, a new module that guides and automates the analysis of customers, prospects and campaigns. Designed for business users, PASW Direct Marketing features an intuitive interface allowing marketers to quickly perform sophisticated analysis with analytical procedures, such as RFM (recency, frequency and monetary) analysis, cluster analysis, and prospect profiling, SPSS says.
"The top marketers are taking a mathematical approach to better understand customers and optimize campaigns. Knowing specifically which customers to target -- and more importantly, who not to target -- reduces marketing waste and quickly adds ROI and value, so marketing is no longer viewed as a business expense," Jason Verlen, chief product strategist for SPSS, said in the release. "PASW Direct Marketing -- and all the new modules now available with PASW Statistics 18 -- deliver incredibly robust functionality that increases the usability of advanced analytics on a single platform."