Arbitron study profiles buying power of Black Americans
New York-based Arbitron Inc. has released The Arbitron Black Consumer Study 2003. The study profiles the spending power of Black consumers by providing information on their buying habits, home ownership rates and media preferences in the Top 100 Arbitron markets for the African-American population. The study also highlights marketing opportunities relating to this consumer segment and provides tips on how advertisers can reach Black Americans more effectively.
The Arbitron Black Consumer Study 2003, a follow-up to the Arbitron Black Consumer Study first released last year, draws data from the Spring 2002 Arbitron Radio Market Report Reference Guide and Scarborough USA+ Release 1, 2002. The full study is available as a free downloadable PDF file byclicking "Free Studies" in the Radio Stations orAdAgencies sections of the Arbitron Web site at www.arbitron.com.
MegaPanel from Nielsen//NetRatings
New York-based Nielsen// NetRatings announced its plans to launch the MegaPanel service. Complementing Nielsen//NetRatings’ consumer panels, the MegaPanel service provides a global market research solution based on a sample of more than one million Interact users measured worldwide. MegaPanel delivers e-commerce transaction capabilities, granular analysis of smaller sites, and survey capabilities to understand consumer attitudes and behavior.
Scheduled to debut in the second quarter of 2003 in the U.S., and already established in France, Germany and the U.K., the Nielsen//NetRatings MegaPanel service measures a broad cross-section of Internet users.
Predictive analytics package from SPSS
Chicago-based SPSS Inc. has released SPSS PredictiveMarketing, an automated predictive analytics application designed to help marketers improve customer targeting and increase response rates. SPSS PredictiveMarketing uses analytics that sift through customer data to find revealing patterns. A Web-based interface provides the results in visual formats that enable marketers to predict which customers will respond, purchase and churn. The product is designed to accommodate a range of user skill levels.
Pre-built, customizable templates help marketers use customer data to anticipate which customers are likely to respond to a particular offer, what they are likely to purchase, when they are likely to leave and other business problems. The templates are designed to be readily revised for new campaigns and customer analyses. SPSS PredictiveMarketing extends traditional approaches, such as recency, frequency and monetary (RFM) analysis, by combining multi-dimensional customer behavior and demographic characteristics.
SPSS PredictiveMarketing is a standalone application that can be integrated into organizations’ campaign management, sales force automation or CRM systems. Its open, standardsbased architecture enables it to be customized to work within a company’s existing software infrastructure. Additionally, its user interface can be easily modified, either by simplifying it or by adding more complex capabilities, to suit users’ analytical skill levels.
SPSS PredictiveMarketing can also be used in conjunction with data mining tools to give marketers access to data mining results in formats that they can use, without placing additional demands on data miners or analysts.
Product helps avoid over-surveying
CustomerSat, Inc., Mountain View, Calif., has released a new version of its Enterprise Customer Experience Management (eCEM) system with new technology enabling enterprises to optimize and conserve a key resource: customer time and willingness to answer surveys. ECEM 5.0 supports advanced controls and business roles, called touch roles, that optimize when and how often customers are invited to complete surveys conducted by an enterprise’s many divisions and departments.
In the course of a month, an enterprise may invite customers to complete surveys from headquarters, technical support, Web operations, market research, field service, and other divisions and departments. These surveys provide crucial information to the enterprise, but in aggregate, they can overwhelm customers.
CustomerSat eCEM 5.0: ensures that customers are asked to complete the surveys for which their feedback is most valuable; presents a consistent look-and-feel to customers for all surveys across the enterprise; ensures that sufficient customers are invited to make results statistically significant; stops surveying customers, if desired, after statistically significant numbers of responses have been gathered; and controls and automates the acknowledgement and follow-up with the customer, if applicable, after feedback is provided.
Insights, an online source for automotive industry marketing and advertising intelligence. Available via annual subscription, the service allows users to monitor breaking automotive campaigns, track ad spending and stay abreast of market trends. Features include creative archives, data on top spenders, customized reporting capabilities and competitive industry intelligence and insights.
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FGI Research, Chapel Hill, N.C., is now offering SmartPanel, an online panel (100 percent opt-in) of Hispanic consumers in the U.S.
New York-based CMR/TNS Media Intelligence has introduced Auto Insights, an online source for automotive industry marketing and advertising intelligence. Available via annual subscription, the service allows users to monitor breaking automotive campaigns, track ad spending and stay abreast of market trends. Features include creative archives, data on top spenders, customized reporting capabilities and competitive industry intelligence and insights.