Predict prospect-to-customer conversion with analysis of surveys and SPSS Statistics
Turn survey results into usable predictors with SPSS Statistics
From the developerWorks archives
Date archived: January 13, 2017 | First published: January 20, 2014
Surveys of customers and prospects are becoming more common as web-based tools allow for quick deployment. As this information floods into the enterprise, it is often not organized or merged with other survey efforts. Most marketing and sales departments glance at the results, cherry-pick those customers who bother to write comments, and then ignore the rest. IBM® SPSS® Statistics comes from a background of survey analysis, but most business managers and analysts do not have that background. Those people can use the Direct Marketing menu of SPSS Statistics to develop a predictive model for prospects who are more likely to purchase products. In this article, explore the best practices to create a statistically valid sample, how the predictive algorithm in SPSS Statistics works, and how to apply the predictive model to ongoing surveys.
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