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| MarketMiner® software
produces useful marketing information
geared specifically toward the needs of marketing
and sales professionals. |
Marketing and
sales professionals finally have a software tool that is tailored to meet
their needs. MarketMiner® Products, a line of automated marketing
analysis tools manufactured by MarketMiner, Inc., of Charlottesville,
Virginia, can benefit organizations that perform significant amounts of
direct marketing. MarketMiner, formerly known as AbTech, originally developed
the software as a data modeling tool for space mission applications. The
technology was then built into the company's current products to provide
decision support for business and marketing applications. With the tool,
users gain valuable information about customers and prospects from existing
data in order to increase sales and profitability.
The process began when NASA's Johnson Space Center awarded MarketMiner a Small Business Innovation Research (SBIR) contract to develop the technology. In Phase I of the contract, the company proposed that its software would reduce mission operations data analysis costs, enhance the ability of operators to handle the large volume of incoming data, and increase the ability to detect soft failures before they cause significant damage to valuable components. By the end of Phase II, the company had developed a data mining tool that could significantly reduce the cost, time, and expertise required to implement diagnostic and decision-aiding models for a large range of complex applications. In addition to being valuable to several Johnson initiatives, the tool has many commercial advantages.
Data mining
is a process that uses various statistical and
pattern recognition techniques to discover patterns
and relationships in data. The MarketMiner software goes a step further
by combining data mining techniques with data analysis and business
intelligence. This enables the tool to produce useful marketing information
geared specifically toward the needs of marketing and sales professionals.
Even better, MarketMiner does not require users
to be experts in statistics or data mining. According to the company,
the software can be learned in approximately 30 minutes by professionals
familiar with direct marketing and ways to execute test campaigns
to validate models.
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By
combining data mining techniques with data
analysis and business intelligence, the MarketMiner
software generates reports and score lists. |
The software
features standard functions such as address standardization,
geocoding, and data enhancement, making it very
easy to use. Functioning as a personal "Virtual
Marketing Analyst," the software also generates comprehensive Microsoft
Word documents with insightful reports, scores lists,
applies six mining technologies, and outputs lists
of a user's best prospects. With these capabilities, MarketMiner has successfully
uncovered a way for users to leverage time, personnel expertise, and computer
processing resources.
MarketMiner® is
a registered trademark of MarketMiner, Inc.
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