MSC's goal is to deliver information that can be used to make important business decisions. MSC strategically uses data mining and modeling to deliver customer insights, enable customer-centric programs, and efficiently support multi-channel marketing tactics.

Customer Profiling
In our experience, the most important part of a marketing campaign is defining the target audience. Customer Profiling leverages a client’s customer database to determine the most descriptive traits and attributes of the different customer groups that can be leveraged to driving marketing and business opportunities. Specifically, MSC uses empirical evidence contained within customer databases to:

• Identify behaviors and attributes that distinguish one customer group from another customer group
• Determine the behaviors that companies should reinforce and encourage as well as those that should be discouraged
• Recognize changes and/or new opportunities to marketing campaigns that will positively impact the bottom-line.

Customer Segmentation
Similar to Customer Profiling, Segmentation looks to group customers based on behaviors and attributes with results incorporated into a database and continuously re-calculated. Having a detailed understanding of each segment and the levers that drive value for each one, can serve as a baseline for a tier-migration strategy that looks to increase the value of customer relationships over time by migrating customers through the customer lifecycle into higher value and more loyal segments.

Reporting
Since the reporting possibilities are virtually endless, MSC tries to identify those that satisfy the immediate ongoing requirements and then, to fully support the clients' needs, MSC provides consulting and programming services to produce customized ad-hoc reports When developing the reports, MSC works closely with each client to identify goals and objectives and the reporting requirements necessary to help reach targeted objectives.

Modeling
Models can be used to prioritize prospects, predict outcomes or rank other areas of importance.

MSC has developed many models for its clients, often using different techniques (Regression, C5.0/Decision Tree, Neural Net, Quest) for different strategies and tactics.

MSC's modeling formulas enable its clients to use all of the statistical information available for numerous applications which can benefit their organizations, including

• Targeting: Determine the best target audience that will reach key performance goals (e.g. Response Rate, ROI, Revenue, etc.)
• Reactivation: Regain customers whose patronage has dropped dramatically or lapsed
• Value (Profitability, Revenue, Lifetime Value): Determine early on in the customer relationship which customers are likely to be the most valuable to a company and allocate marketing dollars accordingly.

Smart Geo-Targeting
As companies expand trading areas, the need for geo-targeting grows. When prospecting or targeting customers who reside near specific locations, knowing the neighborhood is key. MSC has access to over 1,000+ consumer behaviors, preferences and socio-economic data points for every US Zip Code and Carrier Route which can be used for:

• Trade Area Analysis: Defined by radius, travel time, customer list, consumer segments, ZIP Codes, etc.
• Executive Summaries: Socio-economic report of wealth, crime, housing value, and more by ZIP Codes, radius, drive time, market, state, etc.
• Customer Penetration: Identify where your customers are concentrated geographically and analyze the impact to expand the market