SPSS Links with MarketBridge

Sales and Marketing consultancy MarketBridge has joined forces with research software and predictive analytics giant SPSS, to develop solutions including marketing mix optimization and improvement of b2b pipeline performance. It also aims to help clients make better use of 'passive' MR techniques.

MarketBridge will deliver marketing and sales optimization expertise and ensure its solutions are appropriately customized and installed for customers' advanced marketing analytics applications. SPSS, which provides predictive analytics software tools and solutions incorporating data mining, text mining, Web mining, enterprise feedback management (surveying) and statistical analysis, will deliver the platform required to satisfy the complexity of a multi-channel marketing model.

The partners say customers are already seeing gains from their agreement, with one leading software company cutting its lead qualification costs by more than half by combining MarketBridge business process and analytics consulting with SPSS data visualization and modeling algorithms.

Andy Hasselwander, VP of Marketing Sciences at MarketBridge, says his firm has been focusing increasingly on using analytics to drive return on marketing investment (ROMI) for 15 years, making SPSS' offering 'a natural fit'. CEO Tim Furey comments: 'Our research and experience shows that it's critical for marketers to measure and optimize ROI across an increasingly fragmented set of products, customer segments, marketing vehicles and sales channels.' For SPSS, VP of Worldwide Alliances Patrick McCue comments: 'MarketBridge provides our clients with the marketing and sales expertise to take their SPSS solutions to new levels of performance.'

Based in Bethesda, Maryland with offices in San Francisco, Toronto, London and Philadelphia, MarketBridge is on the web at www.market-bridge.com , while Chicago-headquartered SPSS is at www.spss.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.