Sears Shops Around for Customer Direct Analytics

Selects software from KXEN to better target direct marketing and mailing of its multi-channel and direct response customers

San Francisco, London, Paris — October 14, 2004 — Sears, Roebuck and Co. said it has implemented predictive and descriptive analytic software provider KXEN's Analytic Framework to better target direct marketing and mailing of its multi-channel and direct response customers.

With KXEN, Sears said its database marketing team is able to develop models that identify customers who are more likely to make purchases from their various direct to customer marketing vehicles.

Prior to installing Analytic Framework, Sears' modelers would spend upward of four weeks preparing data and model building. According to the retailer, KXEN has enabled those users to cut down development time to nearly five days while modeling several campaigns in parallel, therefore increasing productivity levels.

Sears said it is using the predictive analytic technology to identify and better target its key catalog and multi-channel consumers. The company accesses its data from KXEN partner Teradata, a provider of data warehousing technology, thus drawing on thousands of customer data variables from which to build its models.

"KXEN enables our data analysts to spend less time massaging the data for analysis, and allows more time to optimize multi-channel contact strategies leveraging the power of advanced predictive analytics," said Tom Stahnke, manager of Database Marketing Services, Sears Customer Direct. "We can more quickly reap the results of contacting the right customers in a highly cost effective and efficient manner."

Joerg Rathenberg, vice president of marketing and communications, KXEN, commented, "We are thrilled to have Sears, one of the most recognized U.S. retailers as our customer using KXEN Analytic Framework. We were able to supply Sears with an off the shelf, software package that is designed to help its staff build more models faster and achieve superior performance.

Sears said it plans to implement KXEN for catalog marketing, e-mail marketing, solo mailings and credit statement media campaigns in the coming months.

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