Sentrana
The Science to Lead Markets™
News & Events
PRESS RELEASE
Sentrana Empowers Enterprises through Real-time Pricing Models with Market Feedback
Washington, DC – April 17, 2008
Sentrana Inc., a Washington DC-based leader in solutions for excellence in scientific micromarket management, 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.
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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.