Designed to maximize the return on marketing and communication investments, Maxcom is a semi-custom solution comprised of a datamart, computerized prediction "engine," and web-based interface; The system leverages existing organization/client specific data to evaluate the relative performance of various marketing mix alternatives including; product or brand, geography, timing, media (e;g;, radio, newspaper, etc…), and budget/ media weight; Through the interactive web planning tool, users have the ability to compare alternative advertising, sponsorship, direct marketing, and promotional tactics in order to identify the optimal marketing solution based on projected net income and ROI; This system also provides users with a repository of critical marketing communications data and business results information for standard reporting and ad hoc analysis