The Response Analyser

The propensity modelling toolbox

The Response Analyser is designed to meet the requirements of the busy analyst in the Direct Marketing industry.

In my 15+ years of mailing response analysis and propensity modelling, I have repeatedly employed the same methodolgies:

univariate tabulation
comparative profiling
response tabulation
CHAID modelling

And in nearly every project, there are the same requirements:

standard report layouts, of presentation quality, in Microsoft Excel format
customised variable banding
date variables converted into age and recency variables
gains charts with cell descriptions
index and z-scores
graphical representation of outputs

The Response Analyser is my answer to all these needs.

With the Response Analyser, the source data is held in Microsoft Access; and all output, including CHAID trees, is sent directly into Microsoft Excel. No more exporting text output files into Excel and laboriously formatting by hand!

Routine analysis tasks become the work of a few mouse clicks.

Reports and presentations are kick-started with all tables formatted for immediate use.

The Response Analyser is an immediate labour-saving tool for the data miner/data planner working in direct marketing.

The Response Analyser can be downloaded form this site. In an unregistered copy of the program, some of the advanced functions are disabled. On purchase of a license, a user name and password will be supplied to unlock those features.