Next aims for more targeted approach

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Next aims for more targeted approach

By Scott Thompson

01/07/2009

Next is using SPSS predictive analytics software to improve its marketing strategies.

The retailer will perform a detailed analysis of its customers using data mining technology in order to produce more targeted material. "Online sales is a highly competitive space, and customer retention and conversion is a tough challenge for any business," says Colin Shearer, senior vice president of strategic analytics at SPSS. "Using our technology, Next is able to extract intelligent information about its customers and use this to proactively adapt its approach to internet-based channels, boosting sales and profitability."

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