Sentrana Defines Critical Path to Enhanced Demand Management

Washington, DC, October 20, 2008 --( Sentrana Inc., a Washington DC-based leader in solutions for excellence in scientific micromarketing, has defined a critical path to enhanced demand management supported by breakthroughs in large-scale computing technologies. These breakthroughs will improve a company’s ability to accurately model associations between a wide range of the variables that directly and indirectly impact demand. Two milestones on this critical path are due to be launched in the coming weeks: first, an enhanced front-end user interface to put the power of Sentrana’s proprietary marketing algorithms into the hands of decision-makers through a user-friendly environment for experimentation and discovery; and second, a quantitative linkage between demand variables and inventory metrics – the first step in Sentrana’s long-term goal of integrating optimization of the demand side and supply side of an enterprise’s profit structure.

Sentrana Senior Solutions Architect Alireza Mahani notes: “At Sentrana our approach to building models is very clear: we aim to not make any compromises that simplify reality for the sake of computational ease. At the same time, though, we need to put the power in the hands of the user in a simple, time-efficient manner and also give key decision-makers the ability to harness information from all key variables and gain insights that help drive overall profitability.”

Mahani emphasizes the importance of parallel processing to this underlying computing platform. Parallel processing means that tasks can be performed simultaneously – as opposed to sequentially – in a high speed environment. This enables the enterprise’s key decision-makers to study interdependencies between a greater number of variables at a more granular level and gain more informed insights about the environment as a result. “More interactions mean more combinations” says Mahani, “and that is sometimes known as the ‘combinatorial curse’. We aim to make it more of a blessing than a curse, as it is the information from these combinations that will better equip the enterprise to make the right decisions about the right products, in the right place, at the right time.”

Sentrana, Inc.
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