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CROSS-INDUSTRY • SOLUTION BRIEF How can marketing ensure that it always takes the best action to achieve organizational goals while meeting customer needs? Business Impact “The difference for the campaign team is night and day. We are able to turn around programs much more quickly. A campaign takes four days to pull together versus 30 days prior to using SAS. This has allowed the team to create more targeted campaigns.” Gary King Chief Information Officer, Chico’s Challenges • Inertia. Companies are not equipped for increasingly digital customer interactions, and they continue to use a snapshot view of customers to determine next offers, rather than adapting communications to account for what customers are saying right now about their interests or intent. • Time-consuming processes. Businesses are wasting time in manual processes attempting to keep analytics, reporting, list generation and finance teams on the same page around campaign planning, execution and measurement. • Doing more with less. Marketers are under increasing pressure to do more with less, yet they lack the tools to understand where to throttle back or adjust marketing program investments to maintain performance targets. • Lack of automation. Many companies are encumbered by years of accumulated complexity inherent in customized marketing and campaign processes that limit their ability to scale future marketing efforts. YOUR GOAL: Always take the best marketing action There has never been a more challenging time to keep your customers’ attention. With an array of technology at their disposal, customers can quickly shut down all communications to them, while simultaneously broadcasting their discontent via social media to millions of other consumers and encouraging them to leave your brand. Technology has helped transform “customer relationship management” into “customer-managed relationships,” turning the tables on who dictates what is talked about how and when. How did this happen? Companies that were after new ways to attract attention to old campaigns invested heavily in staffing and technology infrastructures with each new channel. Though justified in many cases by metrics such as response rates and clickthroughs, such efforts did not necessarily provide value. Consequently, the technologies that support these endeavors are a mix of channel-centered solutions that strive to understand customer needs, but do so with a shortsighted view of a specific channel. Beyond the dollars involved, these endeavors have cost companies in the area of efficiency. What is needed is fresh thinking that embraces a view centered on the customer, where each new channel better informs the company’s overall view of the customer. OUR APPROACH To move forward, companies need to lay a foundation for a customer-first approach, with solutions designed to grow more sophisticated along with the organization. We approach the problem by providing software and services to help you: • Know immediately which offer is most likely to increase your customer’s value to you during each interaction – online, in-store, call center, etc. – and instantly adapt content and messages to account for competitive threats and external conditions. • Enable marketers to design, create and adjust campaigns visually with an easy-to-use interface that includes a library of standard campaign management techniques, so non-technical staff can design flawless campaign processes, while providing guardrails to ensure campaign best practices. • Better understand how future scenarios using varying allocation options for marketing campaigns would affect your business by using what-if simulations and marketing strategy maps to assess your marketing mix. • Unify your marketing efforts across all customer touch points using a single system that interfaces with all relevant communications channels – inbound and outbound – so that every customer action and reaction is planned, executed, measured and, ultimately, learned from. • Determine the best offer for each customer by evaluating multiple campaigns simultaneously using mathematical optimization and predictive analytics, so you can best achieve campaign objectives while managing budget and contact policy constraints. SAS provides marketers with all of the capabilities needed to plan, execute and optimize marketing initiatives while showing quantifiable impact and guidance toward meeting an organization’s strategic goals. THE SAS® DIFFERENCE: Making marketing a profitable revenue growth engine Taking the best marketing action requires a broad range of capabilities, and SAS has that covered. No other solution can generate the returns, process improvements and positive customer interactions that SAS can. SAS gives you the ability to: • Lower your cost of ownership, and get a higher return on your total marketing investment. With the marketing mix increasing in complexity and costs, it is more important than ever to justify where and why each dollar is spent. Only SAS offers complete channel coverage via a single interface, which means fewer software tools to manage and coordinate – and no handoffs. • Flawlessly execute your marketing campaigns. Superior data management capabilities let you spend less time managing and moving data, and more time focusing on better understanding your customers and market opportunities. • Instantly adapt to customer interactions. Businesses must react to customer decisions with increasing speed – often in real time – over a variety of channels. SAS Analytics generate powerful insights that can be easily deployed into your campaign selections, your real-time decisions and your front-office channels, enabling you to deliver relevant offers and messages to consumers anywhere and everywhere. Our focus on generating superior marketing return on investments, flawless execution and continually helping marketers adapt to customer interactions are the reasons why SAS is cited by marketing professionals and leading analyst firms as invaluable in making the business of marketing a profitable revenue growth engine. CASE STUDY: Chico’s What if you could ... Calculate next best action/offer What if you could instantly pick the best offer among thousands that would delight your customer at the precise moment – in the call center, online or in the store? Easily create campaigns What if your marketers had the tools necessary to build out and scale hundreds or thousands of campaigns, while also being able to exploit the best customer models, without needing any statistical expertise? Assess your marketing mix What if you could know which marketing activities to invest in to maximize the impact on company profitability targets? Deliver multichannel interactions What if you could seamlessly choreograph customer interactions across online, mobile, in-store and at-home channels, all driving toward overall campaign objectives of increased sales, better profitability or improved customer satisfaction? Situation Optimize interactions/investments The women’s specialty retailer, which operates under Chico’s, White House | Black Market and Soma brands, was looking for a way to get the rich customer information that was buried in the company’s sales, merchandising and customer data into the hands of decision makers. The data was not consolidated across brands, and the lack of scale and speed associated with such large data volumes and processes affected the company’s ability to support direct marketing efforts. What if you could ensure that each customer would receive the best of all possible offers that would balance their needs against the needs of your business? You can. SAS gives you THE POWER TO KNOW®. Solution SAS provided a solution with a full set of predictive analytics and data mining tools that enabled business users to: • Integrate customer data from across brands and easily exploit resulting insights. • Plan, test and execute marketing campaigns of any size or level of complexity. • SAS has been in business since 1976 and today has customers at more than 50,000 sites worldwide. • SAS customers make up 93 of the top 100 companies on the 2010 Fortune Global 500®. • Employ a full set of predictive analytics and data mining tools. Results • Higher sales volume, with fewer markdowns. • Improved targeting of the company’s core demographic. • Reduced campaign cycle times from an average of 30 days to four days. • Tripled the lift on a campaign to bring back lapsed customers. • SAS® Customer Intelligence was named a winner of Customer Interaction Solutions magazine’s 2010 CRM Excellence Award. Learn more about SAS software and services for customer intelligence: www.sas.com/solutions/crm/ • More successful cross-promotion of other brands. SAS Institute Inc. World Headquarters S A S FAC T S +1 919 677 8000 To contact your local SAS office, please visit: www.sas.com/offices SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies. Copyright © 2011, SAS Institute Inc. All rights reserved. 105166_S64403.0411