Reach Analytics Adds Response Models to Its Automated Predictive Modeling Platform

All-encompassing suites are one way to approach martech. The other extreme is to collect best-of-breed tools. Reach Analytics would be one of the latter – a fully-automated predictive modeling system that builds look-alike models and has now added campaign response modeling. Reach ingests customer names, addresses, and past campaign responses; automatically cleans, deduplicates, and households them; and appends 600+ data variables from its own sources. It then builds a best-fit predictive model.  In other words, no need for a customer database, although having one would probably improve results.. In addition to scored names, the system provides profiles that highlight factors which most distinguish responders from non-responders.