Whitepaper about SAS Customer Relationship Management Optimization

1. SOLUTION OVERVIEW
SAS Customer Intelligence
®
Solve more marketing challenges with a comprehensive
enterprise solution
“SAS Analytics lead to deeper Marketing organizations today face an
increasingly competitive marketplace. ■ Our Solution
understanding and insight Customers have high expectations that SAS Customer Intelligence
into our customers’ behavior, must be met in order to maintain their provides the most comprehensive
loyalty and satisfaction. suite of enterprise marketing solu-
yielding strong increases tions available to help you:
in customer retention.” That makes it essential for your organi-
• Drive profitable revenue
Chris McCann zation to maximize its use of customer
growth through increased
President, 1-800-FLOWERS.COM intelligence. You’ve got to have the right
retention, cross-sell/up-sell
customer information to know which
and acquisition of valuable
customers are profitable so you can
customers.
make smart decisions about which cus-
tomers to focus on, and what you need • Enhance the customer’s
to do to keep and grow their business. experience by leveraging
customer insight to improve the
To successfully meet the needs of cus- quality and content of customer
tomers, marketing organizations today interactions.
are recognizing the value in employing • Increase accountability
a customer-focused process – one across marketing by having
that allows them to craft and execute complete visibility of your
optimized communication plans that marketing process and the
provide quantifiable results and support resulting performance.
the organization’s goals.
SAS Customer Intelligence solutions
enable you to deepen your customer in-
sights, choreograph your customer inter-
actions and continuously improve your
organization’s marketing performance.

2. “We simply would not be able to base our marketing on customer
insight if we did not have SAS. We built our first customer insight mod-
els in 2001, and it is making our marketing more effective every year.”
Marcel Stettler
Head of CRM Operations, Winterthur (Switzerland)
• Manage quality customer data by • Engage effectively with customers
A Data-Driven, accessing virtually any database to by implementing effective, consistent
Customer-Focused create a customer-centric data reposi- and timely communications across
tory, moving data between operational channels.
Marketing Process and marketing systems, and cleansing
SAS provides a data-driven, customer- the data to ensure that decisions are
Continuously Improve
focused marketing process delivered made using the right data.
Marketing Performance
through an integrated marketing plat- • Predict customer behavior using a
To make your marketing organiza-
form. This best-practice process ad- range of analyses, including customer
tion work like a well-oiled machine, it
dresses the needs of all stages of your value analysis, market basket analy-
is critical to implement a closed-loop
marketing organization’s development. sis, customer profitability, response
marketing process that makes adjust-
modeling, churn analysis, credit scor-
ments over time. SAS provides the
Deepen Customer Insight ing and more.
scorecards, reporting and underlying
• Profile and segment customers analytical capabilities needed to instill
To gain insight into what your custom-
based on historical behavior, profit- accountability and have complete vis-
ers will do in the future, you have to first
ability and lifetime value. ibility of your marketing process and the
understand what they have done in the
past. SAS enables you to manage cus- resulting performance, so you can make
tomer data and understand the behavior Choreograph Customer Interaction midcourse corrections when you hit a
patterns of your best and worst custom- bump in the road. Steps in this segment
Customers want to feel as though
ers. By having insight into your custom- include:
companies understand them – and they
ers’ attitudes, behavior, profitability and expect to be treated consistently. A • Measure and report on all aspects
risk, you can make smarter decisions well-orchestrated marketing campaign of the operation by aligning activities
for your marketing organization. Steps in requires coordination and synchroni- to strategies and goals to improve the
this segment include: zation across multiple channels. SAS performance and accountability of
provides the ability to choreograph a marketing sales and service.
comprehensive, multichannel marketing • Optimize investment across direct
communication strategy that optimizes and indirect marketing by continu-
every resource to achieve your goals ously monitoring, predicting and opti-
and maximize your ROI. Steps in this mizing your mass marketing, pricing,
segment include: and promotion and other activities.
• Develop and optimize seg- • Continuously learn and improve
ment strategies, using customer through an integrated marketing
insights to determine how much platform and closed-loop marketing
time, effort and resources are process.
needed for selling or marketing to
each customer segment and evolve
customers through their life cycle.
Optimize ROI for every customer
communication.
Customer-focused marketing process.

3. Capabilities that Enable Online insight helps you get the
most out of your e-business chan-
a Best-Practice Approach nels and glean customer insight
Whether your need is to bolster cus- from online interactions.
tomer insight by calculating customer
lifetime value, to execute more efficient Credit risk analysis and as-
and effective customer interactions sessment capabilities help you
using a campaign management solu- more accurately develop and
tion, or to instill accountability across track credit risk scores.
marketing, SAS Customer Intelligence
provides the widest range of functional Choreograph Customer Interaction
capabilities available.
Campaign management results in
Enabling capabilities.
more relevant, intelligent and predictive
Deepen Customer Insight lists, so you send the right offers to the
Data management capabilities pull right customers across your channels.
data from nearly any source and apply
proper data quality techniques to en- E-mail/mobile marketing provides Continuously Improve
sure that customer information is in the large-scale multimedia messaging Marketing Performance
best possible state. capabilities – including e-mail, SMS,
Marketing performance reporting
MMS and WAP – within single-channel
surfaces specific metrics based on
Social marketing analysis integrates or multichannel marketing campaigns.
individual user needs and allows
and analyzes social data, enabling you to drill down for a deeper under-
organizations to act on intelligence Event triggers send alerts to let you
standing of performance and any other
gleaned from online conversations and know when it’s most appropriate to
potential issues.
relationships. reach out to your customers.
Marketing mix optimization helps
Customer analytics provide descrip- Real-time decision making
you track and improve the effectiveness
tive and predictive insight through improves revenue, growth and retention
of your marketing investments – and
response models, churn analysis, by optimizing every customer interaction
quantify the ROI of marketing activities.
customer value analysis and more. through real-time delivery of decisions
and recommendations.
Marketing metrics and scorecards
Customer profitability can be calcu- use prebuilt marketing KPIs incorporat-
lated by drilling down to the customer Optimization enables you to maximize
ing marketing best practices in areas
or individual transaction level. overall value by determining which offer
such as business/finance, marketing
to send to each customer while
program, customer and marketing
Forecasting allows you to identify considering factors such as contact
processes.
previously unseen trends in customer strategy, budget and channel con-
data – helping you to make marketing straints, and others.
decisions accordingly.

4. The SAS® Difference Solve More Marketing Challenges
Ensure Success with
SAS Customer Intelligence solutions As illustrated by the customer-focused SAS’ Proven History and
provide the most comprehensive marketing process described earlier, Leadership
enterprise marketing solution for your only SAS provides a complete set • SAS has been in business since
data-driven marketing process. While of capabilities to solve more of your 1976 and has more than 45,000
other vendors provide components marketing challenges. As you develop customer sites worldwide.
to satisfy some of your needs, SAS strategies and activities to fulfill the
needs of your customers and market- • SAS is listed in the Leaders
delivers the only complete set of capa-
ing organization, you can count on SAS quadrant of Gartner’s 2010 Magic
bilities available on the market. For your
to deliver the solutions and technology Quadrant for CRM Multichannel
organization, the SAS difference means
you need for success. Campaign Management1 and the
you can:
2010 Forrester Wave for cross-
channel campaign management.2
Continually Make Smarter Decisions Evolve Your Marketing
Organization’s Capabilities • For eight consecutive years,
Using SAS Analytics, you’ll gain the CRM magazine has recognized
knowledge and insight needed to make SAS Customer Intelligence is struc-
SAS as the leading provider of
smarter decisions and have a complete tured to provide a growth path that
CRM analytics.
understanding of your customers. addresses all stages of your marketing
Whether it’s building predictive models organization’s development. Whether • SAS Marketing Automation has
for campaign response rates, using you need to develop an accurate view been named Product of the Year
optimization to maximize channel ROI, of your customer or focus on executing for two consecutive years by
forecasting to predict sales, or man- and optimizing your customer commu- Customer Inter@ction Solutions
aging and maintaining your existing nications, SAS has a solution that fits magazine.
models, SAS is the proven leader in your organization’s needs.
• SAS customers or their affiliates
providing analytics to help you make represent 92 of the top 100
smarter decisions. Learn more at www.sas.com/success.
companies on the 2009
FORTUNE Global 500® list.
1
Gartner Inc., Magic Quadrant for CRM
Multichannel Campaign Management,
Adam Sarner, May 13, 2010.
2
The Forrester Wave: Cross-Channel
Campaign Management, Q4 2009, Suresh
Vittal, December 14, 2009.
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