Genalytics Software Now Automatically Identifies Trade Area Segmentation
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Every universe utilizes trade area to help better target the best customers
SAN FRANCISCO, DMA 06, Oct. 16 -- Genalytics (http://www.genalytics.com/), a leading provider of predictive data solutions that help organizations better identify and target their customers, today announced that its software now automates trade area segmentation. With this enhanced capability, creating custom universes for trade area markets for direct marketing campaigns can now happen in a matter of hours, not days or weeks.
Previously Genalytics' software considered thousands of variables to identify the best household by demographics and create a custom universe of prospects. Now Genalytics' software will automatically combine the demographic data with trade area segmentation, which will identify the best households in a particular location and more accurately create prospect universes. Demographic data targets the right household while trade area segmentation identifies the best location. Combined, these variables become a powerful tool in the direct marketing campaigns of retail, franchise, real estate and local services.
For example, a local pizza shop may find it important to target households that have teenagers in the home, and are of a certain ethnicity, since the software takes those two demographic attributes into high consideration. However, it would be just as important to combine those variables with items such as distance to the pizza shop, competitive location and other geographic variables that were not previously available. Genalytics' software now incorporates data such as latitude and longitude at the block group level to maximize the accuracy of locating the best prospects.
In addition, Genalytics can now offer trade area maps that cleanly display the concentration of clients by location for a particular client file. These maps are a great "client insight" tool, particularly when coupled with the custom profile reports that outline the specific demographics of the households indicated on the trade area map.
"The enhancements made to the Genalytics' software have improved custom universes for many clients that are very sensitive to trade areas markets, including several franchises, retail and specialty services," explained Doug Newell, President and Founder of Genalytics. "Previously, the software would have been able to identify households most likely to be a responder to a specific product or service, but would have relied on geography selects to be entered by the client to target specific markets. Processing their customer file through our software to create a new custom universe automatically picks up on the trade area, thereby eliminating the need to do any geography selection on the input. This is not only a significant enhancement to our software, but allows us to offer our clients a new view into their clients with the ability to create custom trade area maps."
Genalytics automates the predictive analytics process and enables marketers, direct marketing agencies, list consultants and marketing services providers to create and manage a custom prospect universe for every customer and every campaign.
To learn more, visit www.genalytics.com/.
About Genalytics
Genalytics is a supplier of predictive data solutions that help direct marketers and data analysts better target customers, discover new market opportunities, manage risk, and detect fraud. The company's patented software platform uses existing data to create predictive models that are applied to over 120 million households, making more accurate projections about future customer behavior. Genalytics is used by the financial, telecommunications, non-profit, franchise and retail industries.
Source: Genalytics
CONTACT:
Ann Shannon
Genalytics
+1-978-474-1900
genalytics@pancomm.com
Web site: www.genalytics.com/
