Direct Marketing helps you understand your customers in greater depth, improve your marketing campaigns and maximize the ROI of your marketing budget. Conduct sophisticated analyses of your customers or contacts easily – and with a high level of confidence in your results. Choose from recency, frequency and monetary value (RFM) analysis, cluster analysis, prospect profiling, postal code analysis, propensity scoring and control package testing.

SPSS Direct Marketing enables database and direct marketers to:

  • Identify which customers are likely to respond to specific promotional offers.

  • Develop a marketing strategy for each customer group.

  • Compare the effectiveness of direct mail campaigns.

  • Boost profits and reduce costs by mailing only to those customers most likely to respond.

  • Identify by postal code the responses to your campaigns

The Direct Marketing option provides a set of tools designed to improve the results of direct marketing campaigns by identifying demographic, purchasing, and other characteristics that define various groups of consumers and targeting specific groups to maximize positive response rates.

RFM Analysis
This technique identifies existing customers who are most likely to respond to a new offer.


Cluster Analysis
This is an exploratory tool designed to reveal natural groupings (or clusters) within your data. For example, it can identify different groups of customers based on various demographic and purchasing characteristics.

Prospect Profiles

This technique uses results from a previous or test campaign to create descriptive profiles. You can use the profiles to target specific groups

of contacts in future campaigns

Postal Code Response Rates

This technique uses results from a previous campaign to calculate postal code response rates. Those rates can be used to target specific postal codes in future campaigns.

Propensity to Purchase

This technique uses results from a test mailing or previous campaign to generate propensity scores. The scores indicate which contacts are most likely to respond.

Control Package Test

This technique compares marketing campaigns to see if there is a significant difference in effectiveness for different packages or offers.


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