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Experian Increases Speed to Model

Published
  • July 01 2005, 1:00am EDT
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KXEN Analytic FrameworkREVIEWER: Joe Tobey, manager of business strategies for Experian.

BACKGROUND: With 13,000 employees worldwide, Experian is a global leader in helping organizations find the best prospects and make informed decisions to personalize and develop customer relationships. With leading analytics and consulting capabilities, Experian has the tools to help clients communicate with their customers more effectively across multiple channels. Experian maintains demographic information on approximately 215 million consumers in 110 million households across the United States.

PLATFORMS: Experian has implemented KXEN on a Sun Solaris 4-way system.

PROBLEM SOLVED: Speed to market is an increasingly critical success factor in the battle to get the right offer and message in front of the right customer to achieve maximum ROI. Experian's marketing solutions group performs response analyses on test campaigns for their clients with the goal of increasing the response rate for a given campaign or acquiring new customers to grow the client's customer base. Experian works with clients to move beyond simply targeting based on transaction information to more sophisticated targeting techniques based on consumer behaviors and attitudes.

PRODUCT FUNCTIONALITY: Experian implemented KXEN Analytic Framework with its SAS scoring code to increase productivity. It allows for models to be built faster than using legacy data mining tools and predicts the right contacts for client campaigns quickly and accurately. Results show that Experian is able to shave two entire weeks off the campaign cycle. Implementing the KXEN system allowed Experian to quickly provide quality campaigns. Using the KXEN system, one of Experian's first clients reported that they have achieved the best mailing results and response rates to-date.

STRENGTHS: KXEN Analytic Framework is the right tool to build large numbers of predictive models fast, without compromising model quality. The tool is very easy to use, requires only a short ramp-up period because it is highly automated and does not require having to make assumptions about data distribution. The automatic binning of variables saves time. The option of generating SAS scoring code at the push of a button is a huge productivity increase for our numerous SAS experts.

WEAKNESSES: Our experts need to rely on their traditional tools if they want to tune models that cannot be created automatically. Also, our version of KXEN does not have data manipulation capabilities to support the creation of additional data columns.

SELECTION CRITERIA: We chose KXEN as an analytical companion to the tools that we already have in place. The speed of KXEN was a key point for building quick models in short amount of time. KXEN also provides us the ability to do quick EDA (exploratory data analysis) and data binning that we can feed into other statistical tools, such as SAS.
 
DELIVERABLES: We create response models that are used to score customer databases for optimizing the campaigns of our clients. The models are exported into SAS code and deployed in our SAS environment.
 
VENDOR SUPPORT: KXEN offers free Web seminars for advanced use of the product, which we found to be helpful.

DOCUMENTATION: KXEN Analytic Framework can be installed in approximately an hour. The extensive documentation is directly accessible through PDF files and includes sample scenarios for various tasks. The getting started guide allows data professionals to quickly start using the product.


KXEN Analytic Framework
KXEN
201 Mission Street
Suite 1950
San Francisco, CA 94105
415-904-4160
www.kxen.com

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