Download Highly targeted marketing campaigns via SAS

CASE STUDY
Highly targeted marketing
campaigns via SAS customer
intelligence implementation
INDUSTRY
Telecommunications
SERVICE
Customer Intelligence Analytics
Sharing best practices for digital transformation
qforservices.com
Background
FAST FACTS
Implemented SAS Customer
Intelligence suite of solutions
Integrated CMS with targeted
systems including Intelligence
Network ICMS and Smart
System
Created Separate Common
Data Model to store campaigns
executed & response results
Conducted Workshops for
various models & campaign
types
Created Business Contexts,
Campaign Definitions,
Communication and Export
Definitions
Leveraged Custom Diagram
Tools (STP’s) in SAS CI Studio
the Ask
Financial institutions operate in an environment
influenced by evolving customer expectations,
regulatory changes and growing competition. This in
turn has increased the need to manage operational
risks effectively. The increasing complexities involved
in banking activities and the dynamic environment
comprising financial products and markets only
heighten the operational risk profile of banks.
Striving to strengthen operational risk management
measures within its business and operations, the
client was looking for an efficient way to manage
risks within the organization. There was a dire need
to improve data loss quality and operational risk
reporting processes in order to measure and mitigate
risks efficiently. The client also wanted to implement
Basel II recommendations to meet regulatory
requirements on time.
Created Pre & Post Campaign
Analysis Report 3 months prior
to campaign execution
Defined Calculated Items and
Exclusion & Inclusion Criteria in
campaign itself
As a result, the company was looking to address limitations in optimizing communication
channels to ultimately reach out to the right customer at the right time. The client wanted
to leverage an effective Dynamic Campaign Management System (DCM) for capitalizing
different communication channels including SMS, MMS, E-Mail, OIVR, and Call Centres to
reach customers and help business in identifying, anticipating and satisfying customer
requirements profitably. The end goal was to create highly targeted campaigns to attract
profitable customers and generate more revenue
Solution
Quadrant 4 implemented SAS Customer Intelligence, a suite of SAS solutions
designed to help create outbound marketing campaigns and manage inbound
marketing communications. By implementing process-driven campaign flows,
Quadrant 4 helped the client create campaigns easier, faster.
Through integration and automation of key processes and workflows, Quadrant 4
streamlined marketing operations to link marketing strategy and performance with
real revenue for collaborative planning, allocation, budgeting and program execution.
Quadrant 4 leveraged modern data classification techniques to ensure the creation
of targeted campaigns and leading-edge forecasting / modelling routines for
analyzing past customer behavior.
The web-based application, can be accessed by all authorized staff within the
company’s marketing organization:
• Marketers define communication strategies
• Executives produce reports on marketing effectiveness
• Campaign managers create target segments and execute campaigns
• Analysts model and predict customer behavior
featured Technology
SAS Customer Intelligence is a suite of SAS
solutions designed to create outbound marketing
campaigns (SAS Marketing Automation), manage
inbound marketing communications (SAS Real-Time
Decision Manager), or administer both types of
marketing communications.
With SAS Marketing Automation, user can rapidly
create, modify, and manage marketing campaigns.
These campaigns can range from simple, singlechannel campaigns to sophisticated, multichannelffcampaigns, and from planned marketing programs
to opportunistic communications that are aimed at
a precisely defined audience. This ability to improve
marketing activities can lead to a better return on
marketing investment and a healthier bottom line.
Results
Key features include:
• Ability to create, deliver and track high-volume, opt-in, personalized email marketing
campaigns based on a thorough understanding of the customer
• Coordination and optimization of outbound and inbound communications over multiple
channels for hundreds of thousands or hundreds of millions of customers
•Integrated prioritization and scheduling for complex, multi-channel, multi-stage
campaigns
• Efficient selection, screening and filtering of internal and purchased contact lists to
produce clean, non-duplicated target lists, without reliance on the IT group
• Dynamic response handling to automatically update customer contact history, response
tracking and analytical processes
• Tracking of “hard” responses (purchase decisions) and “soft” responses (subtle changes
or trends in user behavior) recorded through conventional channels or e-media
• Automatic updates to the central customer data warehouse of customer contact history,
response history and analytical results
• Automated, customizable alert engine for monitoring trends in campaign execution
• Event Triggers to send alerts when most appropriate to reach out to customers
• Digital Marketing featuring large scale multimedia messaging capabilities including email
& SMS
With the implementation of SAS Customer Intelligence, the client gained a
360° view of their customers, the ability to predict and evaluate the success of
customer communications through advanced analyses, a central Repository for all
campaign management solutions and the ability to track and audit efficiently.
The comprehensive solution empowered the marketing organization to see
customer responses and monitor those moving between segments over time.
The client is now able to define target segments, prioritize selection rules, select
communication channels and schedule and execute campaigns.
“We are very happy with the exemplary
dedication shown by Quadrant 4
throughout the project…an excellent
understanding of SAS Solutions and the
entire SAS architecture.”
QSOURCE, a business division of Quadrant 4 System
Corporation, provides a wide range of IT services to help
organizations transform their business. As a trusted
technology partner, we deliver technology solutions that
meet our clients’ evolving business needs and deliver value
to their core businesses.
Within our analytics practice, Quadrant 4 implements
best practices in customer intelligence analytics leading
to proven results for increased overall retention rate,
reduced marketing costs, increased customer base and a
holistic view of customer behavior. Using segmentation
and predictive analytics, we build analytical models as
per a company’s marketing strategy and objectives and
create and execute multiple relationship models including
campaign management, email/mobile marketing, event
trigger management and real-time decision making to their
core businesses.
Contact us at [email protected]
For more information, please visit qforservices.com