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Analytics And Metrics

DSA offers the full spectrum of marketing analytics

Data Mining

DSA’s take on Data Mining is that the primary goal is to provide actionable business intelligence by presenting information on significant trends, patterns and relationships in company operations as well as the marketplace. To be effective, the Data Mining process must be flexible to meet changing needs, and timely to support ongoing decision making.  Learn More...

Predictive Statistical Models

DSA does not use a “canned” approach to developing predictive models. Rather, the specific steps and methodologies employed are chosen according to modeling objectives, nature of the dependent variable(s), type and amount of data available and other client needs.   Learn More...

Strategic Customer Segmentation

In Strategic Customer Segmentation, the goal is to uniquely identify sub-groups within a customer base that are relevant to the marketing process. These segments (or clusters) ideally contain individuals who are very similar to each other, but collectively very different from other customers.   Learn More...

Promotion List Segmentation

In Promotion, or Customer List Segmentation, the goal is to identify names in a particular file that have the highest propensity to respond, convert to established customers, generate the highest long term value, etc. List segmentation is more of a tactical tool used to implement specific promotions that were developed around the company’s strategic goals.   Learn More...

Customer Value

The most commonly used approach is to measure and model the Lifetime Value of each customer. Typically, this involves building three models – one to predict the expected life of each customer, a second to predict the expected revenues over these lifetimes (or at least the next 2/3 years), and a third to assign the costs associated with serving the customer over this period.  Learn More...

Implementing Analytical Projects

At the beginning of each analytical project it is important to be in contact with key stakeholders to delineate the overall project orientation, marketing objectives and priorities. This initial step also identifies key internal and external resources, points of contact and project milestones.  Learn More...

Data Resources

Regardless of the analytical objective, each project will start with a review of specific marketing objectives and associated priorities. The next step will be to assess the data that either is available or could be made available for the project. The process of developing an effective analytical result usually requires a large and diverse set of information. While it is impossible to 100% accurately model (and therefore predict) human purchase behavior, there are many, many different characteristics that can help account for differences in consumer behavior. In fact, the best analytical projects are based on B.A.D. data.  Learn More...

Best Practices & Strategies

DSA has an extensive experience base involving many different industries, companies, marketing programs and technologies. We have seen the best practices at work… as well as some of the worst. Our best practices reviews include both insights gained from working with our clients as well as "state of the industry" surveys that we do in partnership with The Direct Marketing Association.

Performance Audits and Evaluations

These projects review and evaluate the client's analytical methodologies, related business processes and resources with particular emphasis on: marketing program goals and objectives; processing efficiency; management information/database systems; statistical analysis systems; results reporting and stakeholder communication.

Staff Training And Education

DSA offers a number of professional development seminars and customized training programs in the area of marketing analytics that are appropriate for statisticians, marketing analysts, business analysts, marketing managers and executives.  Learn More...