Lessons for tech marketers from Edsel
The unsuccessful launch of Ford's 1958 Edsel model continues to be a cautionary tale for marketers in many industries. In this December 2004 Technology Marketing article, SPSS Inc. vice president Jason Verlen highlights three key lessons from Ford's flop, and describes how today's marketers can use predictive analytics to gain the customer understanding that is critical to developing and launching successful products.
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Saga increases campaign revenue with PredictiveMarketing�
Saga, a vacation and financial services provider in the United Kingdom, is using SPSS Inc.'s PredictiveMarketing campaign optimization application to increase the effectiveness of its direct mail campaigns. After just two campaigns using PredictiveMarketing, Saga increased its revenue by approximately £1 million and achieved a full return on its investment by better targeting existing and prospective customers.
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Combine text and data mining for greater insight
Text Mining for Clementine� enables you to analyze valuable unstructured text data in combination with traditional structured data, to significantly increase your understanding of customers, the public, pharmaceutical research�even your competitors. For example, identify customer concerns by analyzing call center transcripts, and find associations between those concerns and specific customer actions or segments. Text Mining for Clementine integrates directly with Clementine, SPSS Inc.'s market-leading data mining workbench, so you can analyze both unstructured and structured data in one process.
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Easily manage text dictionaries with Text Mining Builder�
Creating and editing text mining dictionaries for specific domains and purposes can be tedious and time consuming�and often requires a background in linguistics. Now there's new Text Mining Builder�, a dictionary editor that enables non-linguists to efficiently build, edit, and manage text dictionaries through an intuitive interface. Text Mining Builder integrates directly with SPSS Inc. text mining products, including LexiQuest Categorize�, LexiQuest Mine�, and Text Mining for Clementine.
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