SOURCE: Aberdeen Group

Aberdeen Group

March 18, 2010 11:00 ET

Predictive Analytics Delivers in Tough Times

Top Performers Drive Profitability and Customer Retention

BOSTON, MA--(Marketwire - March 18, 2010) -  In recent research on predictive analytics published by Aberdeen Group, a Harte-Hanks Company (NYSE: HHS), top performing companies achieved strong performance gains using predictive analytics and data mining. The research report, Predictive Analytics: The Right Tool for Tough Times, showed that the top performing 20% of firms achieved a profit margin of 23% and a customer retention rate of 93%. In contrast, the other 80% of survey respondents achieved a profit margin of 13%, and a customer retention rate of only 80%.

"What was striking is that top performers have a much stronger focus on cross-selling and up-selling," said David White, senior research analyst, Aberdeen Group. "As a strategy, that's a great way to improve profits as many of the overhead costs associated with sales and marketing are avoided. That's one reason why leading organizations have been able to demonstrate higher operating profits, and also show better increases in profit margins."

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About Aberdeen Group, a Harte-Hanks Company
Aberdeen provides fact-based research and market intelligence that delivers demonstrable results. Having queried more than 30,000 companies in the past two years, Aberdeen is positioned to educate users to action: driving market awareness, creating demand, enabling sales, and delivering meaningful return-on-investment analysis. As the trusted advisor to the global technology markets, corporations turn to Aberdeen for insights that drive decisions.

As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte-Hanks (Information - Opportunity - Insight - Engagement - Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen or call (617) 854-5200, or to learn more about Harte-Hanks, call (800) 456-9748.

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