Applied Predictive Technologies Launches Adaptive Marketing Suite

eCRMGuide.com Staff

Updated · Dec 21, 2000

ARLINGTON, VA–Applied Predictive Technologies (APT), a provider of adaptive Customer
Relationship Management (CRM) marketing optimization software platforms for online and
brick-and-mortar businesses, has launched its Adaptive Marketing Suite v1.0. The company
says this is a first-of-its-kind product suite that leverages a company’s existing CRM
system or data gathering efforts and then predicts customer behavior to help companies
optimize their marketing plans.

According to APT, the software is built on an extensible multi-algorithm platform, but
has no excessive operating complexity. They say the products in the suite feature a
patent-pending test and control interface that gives a user the ability to manage the
extensible modeling platform, test marketing and retention campaigns and analyze program
effectiveness.

“Businesses have been using predictive techniques to increase the effectiveness of
sales and marketing campaigns for many years,” says Jim Manzi, CEO of Applied
Predictive Technologies. “Many of these traditional modeling approaches applied to
marketing challenges, however, use only one predictive statistical technique. The
technology behind the new Adaptive Marketing Suite assumes competing models for each
business problem then selects the best approach.”

APT says companies such as Mrs. Fields, Sara Lee, LendingTree.com, Shell-Texaco, Royal
Dutch Ahold and eBags have used their existing marketing solutions. They claim the
adaptive CRM product has been shown to increase per customer revenue up to 30%.

eBags, the largest online retailer of bags and accessories, recently implemented the
online APT solution. “We have found APT software to be invaluable in managing our
customer relationships for growth and profit,” says Larry Martine, Director of
Relationship Marketing for eBags. “The real-time test and control framework of the
product enables us to accurately predict the best marketing approach for each customer.
This has resulted in material, sustained increases in conversion and profit across our
customer base.”

APT says Adaptive Marketing Suite v1.0 features two products — aptAdviser and
aptRetailer — that can be purchased separately by channel or together for what they
say is a complete enterprise-wide marketing solution.