Lenovo uses SAS® Visual Analytics to help position Yoga 11S ultrabook for market success
Increasingly popular SAS® data visualization software to predict marketing ROI, customer affinity, analyze key sales drivers
Lenovo knew it had the data to drive the success of its Yoga 11S convertible ultrabook, which launched earlier this month and moved the company beyond the traditional PC market. Lenovo, the world's second-largest PC manufacturer, actually had too much data on the latest addition to its IdeaPad product line to easily see which marketing campaigns worked best.
With petabytes of relevant information generated daily from ever-increasing customer traffic including online and retail sales, Web visits and other sources, Lenovo executives knew they needed flexible analytics and data visualization to provide insight into a growing customer base and big data assets.
To provide the most value, the software had to be simple to use and the results easy to comprehend. Lenovo chose SAS® Visual Analytics to make sure its Yoga marketing programs drive optimal interest, engagement and sales.
SAS® Visual Analytics will help Lenovo:
- Predict customer affinity for and interest in the Yoga 11S.
- Analyze key sales drivers.
- Develop multichannel attribution models to determine how to credit each marketing channel for a sale or lead.
- Demonstrate marketing campaigns' return on investment.
"We knew the Yoga 11S has what it takes to be a success in this very competitive market but wanted to be sure the marketing campaigns made it optimally successful. Where did we need to invest to make the most of our marketing resources?" said Ajit Sivadasan, Lenovo's Vice President and General Manager of Global E-Commerce, Sales and Marketing.
"With so much rich and relevant data coming from customer interactions, social media, cross-device and domain interactions, having a powerful tool that handled these vast volumes of data seamlessly was a prerequisite. SAS Visual Analytics is precisely the type of tool that could likely extract insights to do near real-time optimization of the marketing programs from Lenovo's complex, advanced marketing ecosystem," he said.
About SAS® Visual Analytics
SAS Visual Analytics is an in-memory solution for exploring any amount of data very quickly. Users can spot patterns, identify opportunities for further analysis and convey visual results via Web reports or iPad® and Android tablets.
SAS Visual Analytics quickly reads data into memory for ultra-fast processing and data visualization. Users can then explore all data, execute analytic correlations on billions of rows of data in just minutes or seconds, and visually present results. They can then quickly identify patterns, trends and relationships in data that were not apparent before being graphically displayed.
In a little over a year since its launch, SAS Visual Analytics continues its rapid growth. A new version of the software with more analytics and graphic options was shipped in December 2012, and a third enhanced version will ship in June.
Among the more than 200 companies using SAS Visual Analytics to find insight in data are: Australian Institute of Health and Welfare, Cosmos Bank, Credit Reform, Euramax, Gitanjali Group, The Hong Kong Efficiency Unit, Royal Brompton & Harefield NHS Foundation Trust, SM Marketing Convergence, U Mobile, University of Texas, US Internal Revenue Service and XL Group.
Since the best way to understand the value of SAS Visual Analytics is by experiencing it firsthand, SAS has created an online environment for customers to try the software. Please visit the new interactive SAS Visual Analytics demo .
Lenovo (HKSE: 992) (ADR: LNVGY) is a $US30 billion personal technology company – and one of the top two PC makers globally, serving customers in more than 160 countries. Dedicated to building exceptionally engineered PCs and mobile Internet devices, Lenovo's business is built on product innovation, a highly efficient global supply chain and strong strategic execution. Formed by Lenovo Group's acquisition of the IBM Personal Computing Division, the company develops, manufactures and markets reliable, high-quality, secure and easy-to-use technology products and services. Its product lines include legendary Think-branded commercial PCs and Idea-branded consumer PCs, as well as servers, workstations, and a family of mobile Internet devices, including tablets and smart phones. Lenovo has major research centers in Yamato, Japan; Beijing, Shanghai and Shenzhen, China; and Raleigh, North Carolina. For more information, see lenovo.com.
SAS is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 83,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.