'Data-Driven' Marketing.

Stratics is a new line of products and services that attempts to predict your customers' behavior based on proprietary statistical models. The John H. Harland Co. says its models use financial behavioral data from more than 18 million accounts at 25 financial institutions.

The Stratics product line includes five strategic service offerings: database marketing plans, merger and acquisition strategies, direct market budgeting, customer segmentation strategy and enterprisewide market evaluation. These services are available on a subscription basis for products including home equity loans, credit cards, checking and savings deposits, among others.

The company says Stratics makes more efficient direct mail campaigns possible at lower cost.

"Mailing size can be reduced by up to 70 percent and response rates doubled using the Stratics Score," says Jeff Heggedahl, general manager of analytic services. "Stratics Direct Mail offers total campaign coordination, from targeting to creative development to production and delivery. By incorporating actual customer behavior in its predictions, Stratics Scores increase marketing program accuracy."

Heegedahl says Stratics products can help banks implement customer relationship management strategies by predicting the most likely--and most profitable--product purchases.

The John Harland Co., based in Atlanta, offers checks, financial software and direct marketing services for financial institutions.