Section 7- IRE Marketing Warehouse (TM)

2.4.1 Leverage Answer Sets in Analytics

In the process of deriving useful information from an ocean of data, users must perform computationally intensive analysis. They must be able to pick key points of interest and use them to derive a new answer set. Then, they must be allowed to use the information gleaned from their analyses to create an even more refined answer set. For instance, not only do we want to know which customers fit our target market, but we also need to know more about them. We need to analyze the data to see how the selected customers distribute over various income groups; perhaps the answer set count was higher or lower than expected. We must also be able to profile across more than one dimension (for example, within zip code 088** and income group W). Therefore, a strong DSS must offer multidimensional analysis capability. The IRE(TM) Marketing Warehouse allows you to do this. In fact, we know of no other tool in the world that will let you drill down in a database based on analytics. General SQL accelerators just do not have the abilities, such as response speed, analytics, and "query buildability" to aid in this type of DSS query process.

Additionally, users need to be able to quickly extract data into formatted reports. Often a detailed report is based on a small subset of the database. The answer set is the key leverage factor in speeding up the goal -- turn data into meaningful information. With the IRE(TM) Marketing Warehouse, the answer set generates a comprehensive and meaningful report.

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2.4.2 Campaign! (TM) Graphic User Interface

Campaign! (TM) is MSSI's graphic user interface (GUI) to the IRE(TM) Marketing Warehouse. Campaign! (TM) allows users to work at their desks instead of having to run down to the programming department to get a query developed. Users simply choose query search parameters from a wide variety of authorable selector buttons using the point and click method. Campaign! (TM) provides a historical pictogram of database explorations, allowing users to return to a previous query just by clicking on its icon.

The following shows the Campaign! (TM) authorable user interface:

2.4.3 N-Dimensional Profiling

N-Dimensional Profiling allows the user to store, view, and analyze the data from different perspectives. This is an often overlooked yet very important factor for Decision Support Systems. Mining data requires exploratory queries, that can only happen when a user knows where to look.

Competitive products are typically limited in the number of dimensions they provide. With the IRE (TM) Marketing Warehouse's N-Dimensional Profiling, we provide an unlimited number of dimensions. With this feature, a user can apply a rich set of analytics through combining answer sets from complex queries with profiling capabilities.

Give me all customers with 2 kids and income greater than $100,000. . . . .

Good! Now, profile the answer set by state.

The profiling in our example is separate from the query itself. It can work with any previously submitted query. We have optimized profiling so that it occurs in minutes. Without IRE (TM) optimization, a typical SQL-based profile will take hours, if it can be done at all.

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