Sears deploys analytics to boost direct marketing
Sears Roebuck and Company has implemented the 'Analytic Framework' system from predictive and descriptive analytic software provider KXEN to better target the direct marketing and mailing of its multi-channel and direct response customers.
Using the system, Sears' database marketing team will be able to develop models that identify those customers who are most likely to make purchases from various direct-to-customer marketing vehicles.
Before installing Analytic Framework, Sears' data modellers often spent four weeks or more preparing data and building models. Now they have cut that development time down to around five days while modelling several campaigns in parallel, dramatically increasing productivity levels in the department.
According to KXEN, Sears is using the predictive analytic technology to identify and better target its key catalogue and multi-channel consumers. The company accesses its data from KXEN's data warehousing partner Teradata, and can draw on thousands of customer data variables from which to build models.
"KXEN enables our data analysts to spend less time massaging the data for analysis and allows more time to optimise multi-channel contact strategies," explained Tom Stahnke, manager of database marketing services for Sears Customer Direct. "We can more quickly reap the results of contacting the right customers in a cost effective and efficient manner."
Looking to the future, Sears also plans to implement KXEN's software for its catalogue marketing, e-mail marketing, solo mailings, and credit statement media campaigns in the coming months.