I work for a direct mail order company. We have a number of databases that include purchase data e.g., who has purchased what, when, how many etc. I'm a bit confused with all the various applications and services available as to what we actually need. We want a tool that will analyze our existing data and tell us about various trends that we might not know about, and which people are worth our while sending offers to and sifting out those that are not etc. Will, for example, a package like SPSS do this or am I looking at something different? Is there a package that is geared towards direct mail in particular or one that is favored by direct mail companies? Expense is a concern as well as user friendliness.
Chuck Kelley’s Answer: I don’t know of any package geared specifically toward direct marketing, but most products will be able to handle the types of queries that you are expressing here. Of course, I am sure that you understand that tools (except strong data mining tools) do not analyze your data, just return data for your analysts to review. I certainly think that SPSS will work fine for you, although it could be a bit overkill. However, if you already have SPSS or your business community already knows SPSS, then why not use it.
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