Harte-Hanks Releases New Analytics to Predict Purchases in Cloud Computing and Other Leading Technologies
October 11, 2011
Grazed from MarketWatch. Author: PR Announcement.
Harte-Hanks, Inc., a worldwide direct and targeted marketing company, has added eight new Purchase Level Scores to its flagship product, the Ci Technology Database(TM) (CiTDB). These Purchase Level Scores (PLS) identify and rank companies based on purchase intentions for the following technologies: cloud computing, personal computers, asset management software, storage area network, direct attached storage, network attached storage, Windows 7 software, and compliance-related solutions. PLS use predictive analytics to score companies on a scale of 1 to 5 based on their likelihood to be in the buying cycle for a particular technology. First introduced in 2009, PLS allows technology solution providers to segment the market in a way that allows them to reach the right customer with the right product or service at the right time…
"What makes PLS so powerful is that it can be used to locate high-value segments within the technology market, by identifying companies most likely to be in the buying cycle for a specific technology like cloud computing," said Tino Kokkinos, managing director, Harte-Hanks Market Intelligence. "The scores are based on a tremendous sample size of survey data that, when analyzed, forecast not just what, but when, a company is most likely to buy; and that helps our customers create more effective and productive sales and marketing programs that maximize their return-on-investment.
With the addition of these latest technologies, PLS indicates the likelihood and timing of planned purchases in 37 technology goods and services in the areas of computer hardware, software, networking, telecommunications, storage, security, virtualization and IT outsourcing.
Most importantly, PLS is available for all 4 million business locations within the Ci Technology Database, giving marketers a means of segmenting and prioritizing the market not previously available. The scores are based on over 200,000 completed technology initiative interviews conducted by Harte-Hanks Market Intelligence. With more than 7,500 new technology initiatives identified each month, the data is continuously analyzed and recalibrated to ensure that scores reflect the most up-to-date intelligence available.
PLS analyses and rankings can also be applied to a customer’s existing data via their CRM or marketing automation system for use lead scoring and prioritization. In addition, technology marketers can use PLS to improve ROI by aligning channel strategies, generating higher response rates, and creating more effective campaigns specifically for small-to-medium size businesses.