Larry Chase's Web Digest for Marketers - June 2006
WiseGuys Marketing Analysis Software - WiseGuys enables you to do RFM (Recency, Frequency, Monetary) analysis right from your desktop - and thus identify those customers most likely to respond to whatever offer you are cooking up right now. It links to your order entry system. Written in Microsoft Access, it automatically households files, segments customers into quintiles and assigns RFM scores to customer records. You can also apply lifetime value analysis to identify profitable customer segments. It was created by a database marketing company president and instructor at Johns Hopkins University when he and his students realized that RFM analysis was much easier in theory than in practice and that no off-the-shelf program existed to provide RFM capability. You can request a demo at the site.

Catalog Success March 2006

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Desktop Marketing, Inc. offers this marketing analysis software that links to a marketer's order entry system. Written in Microsoft Access, it automatically households files, segments customers into quintiles and assigns RFM scores to customer records. Users can apply lifetime value analysis to identify profitable cutomer segments and conduct response analysis to measure the effectiveness of direct marketing campaigns. Data filters help marketers reduce data anomalies that might skew analysis results. WiseGuys can be licensed in three different versions: Enterprise, Mail Order Manager customers and MySQL.

Ernie Schell, Catalog Age Read the full Catalog Age article here.

With this kind of bang for the buck, and for so few bucks, at that, WiseGuys is a no-brainer for companies still stuck in 'Excel hell'.