exploration tools included. You can profile any one selection against another and get a tabular report along with index values, z- scores and so forth. A very nice touch is the ability to click on elements of the profile report, say the top three segments, and start to build a selection from them. The Matrix unit lets you pivot on two dimensions (one vertical and one horizontal) and employ a variety of user-defined measures.
SEGMENTATION SIMPLIFIED
With Discover options like these, you can quickly segment a customer group, perhaps by recency, frequency and order value bands, and then get a tabular count for each band. It’s possible to finetune a selection by going directly into the tabular breakdown to cut out records with, for example, low average order values. It’s simple to employ model scores or
profile index values in the same way. Each finished selection or other edited function
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can be saved under the “selects” tab where they can easily be recalled and edited, or used to build a report from.
Query performance appears excellent.
With the package demonstrated via the web using a database of one million users held on one, single-processor server, response was in the sub-second range. An MSP is currently trialling Imasro on a customer database that holds four million customer records and 20 million transactional items. To go much further should not be problematic; SQL Server’s scalability is not in doubt and the vendors claim that only more processing power is needed to handle tens of millions of records at decent speed. With a satisfactory selection in place, the
software provides a simple way to write back campaign codes to each chosen record as a new column. From here, a user can quickly validate that the counts in the selection are as expected using functions like “Group by” again, then export the
Pricing
MSPs need a Bureau Licence to use Imasro internally to provide services to their clients across as many databases as they wish; direct client access requires an End User Licence. The pricing structure for both licenses is the same and depends on the number of named users. The first user costs £6,900, each subsequent user (up to five) costs £900, between six and nine users cost £800 each and it is £700 for each user where there are 10 or more.
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data. This all works very smoothly, with easy-to-use field mapping and the option to create templates for standard file output formats. Visualisation is conventional, employing
standard MS charts and graphics taken from the Reporting Services module included free with SQL Server. There are no great surprises here, though the ability to build your own reports (rather than ááá
April 2010 25
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