The Procter & Gamble Company has turned to Predictive Analytics to gain a complete view of customer attitudes and preferences about its products. By using SPSS Inc. Predictive Analytics Software (PASW), Procter & Gamble is able to gather and analyze direct feedback – harnessing the vital Voice of the Customer to improve marketing research and brand evaluation. Procter & Gamble (P&G) manufactures well-known brands including Tide, Pampers, Pantene and Crest products. (Patrick Hogan, consumer research solutions manager for global business services at P&G.)
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