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BtoB

SPSS releases marketing analytics tool for nontechies

By Published on .

Chicago—Predictive analytics company SPSS Inc. has released a new product that guides and automates the analysis of customers, prospects and marketing campaigns.

SPSS’ PASW Direct Marketing product, designed for nontechnical marketers, can profile prospects and customers based on such historical data as recency and frequency, and target prospects through postal code analysis and propensity-to-purchase scoring to eliminate prospects who are least likely to buy, according to the company.

Last month, International Business Machines Corp. said it planned to buy SPSS for $1.2 billion in cash, augmenting IBM’s own analytical and predictive marketing solutions.

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