Washington, DC, April 17, 2008 --(PR.com
)-- Sentrana Inc., a Washington DC-based leader in solutions for excellence in scientific micromarketing, announced today an enhancement to its Decision Support System with improved capabilities in facilitating dynamic real-time market feedback. The improved feedback tools in Sentrana’s MarketMover™ integrated scientific micromarketing solution help enterprises effectively engage in an iterative discovery process to achieve a heightened understanding and awareness of the contours and nuances of their dynamic demand environments at the granular level of each single customer-facing transaction.
Traditionally, understanding complex demand environments has been a challenge for enterprises because of the limitations of historical data and the difficulties in modeling dynamic, nonlinear relationships between the variables that interact in these environments. Sentrana CEO Sid Mansur comments on the importance of the market feedback tools: “Models should not be static, dry recitations of historical data – they should be living and breathing. Feedback tools bring models to life – they allow the model to benefit from the subjective experience and insights that come back from human beings.”
In order to provide insightful views into demand patterns and associations that matter a model needs to learn from the environment around it, and the most effective way to do this is through interaction between the model and the human decision-makers who use it. A single feedback variable from a sales representative on any given day, for example, can have a disproportionate effect on the probability-based price recommendations the model produces. Ensuring that the information contained in this variable is not lost in the sea of transaction data from the previous 100 days is critical to the model’s ability to inform and raise the level of market awareness. The MarketMover™ feedback tools give the enterprise a new dimension of visibility into the most meaningful attributions of its demand market.
Sentrana Inc., based in Washington, DC, is a pioneer in providing scientific micromarketing solutions to industry leaders in highly competitive markets. We provide end-to-end revenue optimization solutions by combining advanced quantitative methodologies with qualitative managerial inputs into our patented MarketMover™ platform. Our technology facilitates optimization of the marketing decisions at the individual transaction level that drive financial performance, allowing organizations to actively shape their demand environments. Our solutions enable our clients to make better pricing decisions, increase profitability, and unify disparate business units under a single revenue strategy.