Palisades Research provides a full range of services to support
database marketing, including customer
base and prospect scoring, list generation (merge
purge), promotion tracking, and results analysis.
We perform response modeling, customer profiling,
and market segmentation. In addition, Palisades
Research develops and maintains longitude stratified random
panels to provide marketing support.
We support our clients' operational and management information
needs by quickly and economically developing database marketing
solutions providing customized database reporting and analysis.
Palisades Research developers and analysts have years of experience
constructing database marketing solutions using SAS, Microsoft
Office VBA, and tools integrating SAS and Microsoft
Office. We have extensive experience with very
large files in the IBM mainframe, UNIX, and Windows
Database marketing: Database marketing provides a
critical set of tools to help an enterprise use its finite marketing
resources effectively to target the correct audience. Your business
may have already made a sizable investment in technology to process
and store large amounts of customer data. Using these large databases
to achieve effectively-targeted differentiated marketing requires
the sophisticated techniques of database marketing strategies.
We develop the decision support systems required for effective
database marketing, using information from both internal and external
sources, and employing statistics, technology, and, in some cases,
List Generation (merge/purge): Another
database marketing service is designing merge/purge systems
to handle very large list generation. This requires data
cleaning, and combining data from several lists
that may come from disparate sources into a single list.
We use fuzzy matching algorithms to identify items that may not
be identical but are deemed to be matching. We also develop systems
to generate and maintain nation-wide lists, using simultaneous
processing on multiple servers.
Response modeling: Response modeling is
the extrapolation of the probability of responses to a marketing
campaign from responses and non-responses to a promotion targeting
a sample of the actual potential customer base.
Market segmentation: We help clients identify
the customer group or groups most likely to purchase a product
or service – a process called market segmentation. Group
characteristics can include demographics such as age, sex, occupation,
education or geographic location, or other factors concerning
a person’s interests and product use patterns.