KnowledgeSEEKER Marketing Edition

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1 KnowledgeSEEKER Marketing Edition Predictive Analytics for Marketing The Easiest to Use Marketing Analytics Tool KnowledgeSEEKER Marketing Edition is a predictive analytics tool designed for marketers with an intuitive and graphical automated workflow, and wizard-driven operations. Users are provided with rich information tools in easy-tolearn and use formats for data discovery, visualization, and reporting. The visual interface with enhanced graphical capabilities is user friendly with a short learning curve. Marketers are lead by an automated workflow and user-friendly wizards through the development and deployment of marketing analytics and strategy. No need to write code! Marketing Edition is a powerful tool to unlock actionable knowledge from data assets with faster time to actionable results. This includes data preparation, profiling, visualization, modelling, Decision Tree analysis, and strategy design and deployment - with the addition of Market Basket Analysis, and Cluster Analysis. Marketers are able to analyze customer data to attract new customers, improve loyalty, and improve campaign performance, quickly and easily developing, deploying and validating marketing models such as segmentation, acquisition, upsell/cross sell, churn/loyalty, and product recommendation models. As marketers are frequently called upon to share analytics results among other business areas, Marketing Edition allows all charts and reports to be copied to Microsoft Office tools for easy communication (Word, Excel, and PowerPoint). Marketing Edition can quickly and easily be adopted into a marketing organization, providing a better user experience and improved analytics results in a shorter period of time. Drag and Drop Workflow KnowledgeSEEKER Marketing Edition provides users with a powerful automated canvas for building, displaying, refreshing, and reusing analytic workflows. The user-friendly visual canvas enables the creation of a workflow in minutes with a few simple drag and drop steps eliminating the need to write code, increasing efficiency. Data Driven Decisions Made Easy Marketing Edition contains all of the advanced predictive analytics features and capabilities of Angoss industry leading KnowledgeSEEKER, enabling data driven decisions to support the science of marketing.

2 Workflow process nodes are simply dragged onto the canvas where they can be connected to form a workflow and run individually or in batch sequentially with the ability to add new data or refresh with the click of a button. The workflow provides instant visual documentation of analytical tasks. SAS code can be generated for the entire workflow or any individual segment. The World s Best Decision Trees Angoss market-leading Decision Trees are at the core of KnowledgeSEEKER Marketing Edition. Angoss Decision Trees provide an intuitive interface for building and exploring segments, discovering relationships between variables, performing variable reduction and more. With an easy to use point-and-click interface, Angoss Decision Trees can be grown manually by creating custom splits or automatically using segmentation algorithms, or using a combination of both methods. Marketing Strategy Deployment Unique, patent pending Angoss Strategy Trees are the first of their kind for building and deploying predictive marketing strategies. Strategy Trees combine the usability of Angoss industry-leading Decision Trees with an intuitive, visual and collaborative approach for strategy design, authoring and validation workflow. Users are able to combine customer segments, scores, business rules, and calculations and apply user-defined treatments and actions in order to support decisioning and the development of business strategies, actions and optimization. Strategy Trees allow users to analyze an unlimited number of key performance indicators (KPIs) within a single graphical tree view eliminating the need to create multiple trees and compare segments against them. As a result, the user gets a holistic view of all strategic options at a glance and greater control over planning next actions. This visual, real-time exploration aided by many usability features such as pan and zoom, variable search, and copying and pasting splits saves time for significant productivity and efficiency gains. Decision Trees can be easily developed by marketers with no statistical background and by analysts who want to manipulate all algorithm parameters. Data Preparation & Exploration Highly intuitive and easy to use wizards help business users and quantitative analysts save time and obtain the knowledge needed. KnowledgeSEEKER Marketing Edition includes data preparation capabilities that allow users to easily extract, manipulate and transform data to prepare it for modeling.

3 Import and connect multiple data sources: join; append; aggregate; and remove duplicates for any dataset with data preparation wizards that increase productivity and efficiency and eliminate the need to write code. Marketing Edition enables the efficient analysis of thousands of candidate predictors for easy selection of the most predictive variables with the visual Characteristic Analysis wizard, Angoss Decision Trees, charts and tables, and Measures of Predictive Power. After importing and preparing data, a broad range of reports, charts, graphs and views allow users to quickly gain an understanding of their data. Charts are available in 2D and 3D, bar, pie, scatter and other types, easily managed using the Chart Library, a single location for you to edit, organize and share charts with your team or for reporting use - and can be copied to any Microsoft Office tool. Market Basket Analysis Advancing support for customer and marketing analytics, KnowledgeSEEKER Marketing Edition includes Market Basket Analysis to build strategies for product promotions, placement and cross sell. Aside from discovering association rules, Market Basket Analysis helps you visualize the degree of attraction or repellence between items, view charts representing items most strongly associated with a given item, rank association rules and apply them to new data to produce recommendations. Automatic generation of SQL code for association rules makes it possible to apply them within database environments. Market Basket Analysis empowers marketing and sales organizations to make better, informed decisions about how and where to deploy their efforts and resources. More-so, strategic action plans can be developed and deployed which then align resources around these insights to increase sales and profitability. Market Basket Analysis improves the effectiveness of marketing and sales tactics using customer data collected during the sales transaction. It can also be used to optimize and facilitate business operations particularly with regards to inventory control and channel optimization. Cluster Analysis Cluster Analysis is used in many areas such as market research to discover potentially meaningful groups or clusters within the data set that exhibit internal homogeneity and external (betweencluster) heterogeneity with respect to a predetermined measure. Two standard clustering algorithms are supported in KnowledgeSEEKER Marketing Edition: K Means and Expectation Maximization (EM). Marketing Model Evaluation KnowledgeSEEKER Marketing Edition Model Analyzer provides an extensive set of model validation and comparison features as well as model deployment tools. Model performance can be evaluated and compared using lift and cumulative lift charts, relative operating characteristic curves and other charts.

4 Big Data Analytics In-Database Analytics performs big data mining and predictive analytics directly on data stored in a database as opposed to working on a copy of the data. Big data transformations and scoring and validation for Decision Trees and Strategy Trees are all enabled from within the database. All models can be validated against a validation partition or a new dataset. Cumulative Lift and Lift Reports can be created in order to provide a summary of these comparisons. This allows users to provide management with estimated response rates and lift for each individual model. Angoss In-Database Analytics driver supports Teradata, Microsoft SQL Server, Oracle and Netezza databases, with native open database drivers (ODBC) required. In-database analytics capabilities are available for the entire Angoss Software Suite. Marketing Model Deployment Tree models and strategies developed in Marketing Edition can be deployed via scoring, code generation, real-time scoring, or easy integration with other platforms. Models can be deployed directly within the application or automatically translated to SAS, SQL, and PMML code for deployment in other analytics environments or databases. Hadoop can also be used as a deployment platform for models created in KnowledgeSEEKER. SAS code can be generated for the entire workflow or any individual segment. Real-Time Scoring Angoss Real-time Scoring Engine delivers intelligent, real-time scores or recommendations to operational systems during customer interactions to support timely decision making and speed-toaction.

5 About Angoss Software As a global leader in predictive analytics, Angoss helps businesses increase sales and profitability, and reduce risk. Angoss helps businesses discover valuable insight and intelligence from their data while providing clear and detailed recommendations on the best and most profitable opportunities to pursue to improve risk, marketing and sales performance. Our suite of desktop, client-server and big data analytics software products and Cloud solutions make predictive analytics accessible and easy to use for technical and business users. Many of the world's leading organizations use Angoss software products and solutions to grow revenue, increase sales productivity and improve marketing effectiveness while reducing risk and cost. Corporate Headquarters 111 George Street, Suite 200 Toronto, Ontario M5A 2N4 Canada Tel: European Headquarters Surrey Technology Centre 40 Occam Road The Surrey Research Park Guildford, Surrey GU2 7YG Fax: Tel: +44 (0)