SAS Positioned as a “Leader” in Multichannel Campaign Management: Gartner Magic Quadrant
True to its philosophy of adding value for its customers, SAS invested 25 percent of 2013 revenue (US$3.02 billion) in the research and development of new and existing products. This included expanding and improving SAS® Customer Intelligence solutions to help address customers’ digital transformation needs in 2014. SAS’ commitment to the market has been recognized by Gartner Inc., which named SAS a “Leader” in its new Magic Quadrant for Multichannel Campaign Management1. This is the eighth year SAS has been positioned in the Leaders quadrant.
Gartner says leaders “consistently do considerably better in overall campaign management performance for basic and advanced campaigns, and for integration with digital marketing.” Gartner further describes leaders as having “high market visibility, high market penetration, strong market momentum and a strategic vision for growing the campaign management business.”
“As multichannel campaign management continues to encompass new social and digital channels, we feel SAS finds itself positioned nicely to account for the new and diverse methods by which consumers receive and respond to marketing messages,” said Jonathan Moran, Principal Product Marketer for SAS Customer Intelligence. “These new channels – whether it be a marketing offer embedded in a mobile app or video or over a social sharing site – contain valuable data insights that organizations must be able to analyze and account for when executing multichannel marketing programs.”
In April 2014 SAS unveiled the latest version of SAS Customer Intelligence to help businesses connect data, analytics and data visualization to become more digitally adept. The updated solution brings together digital data from more sources faster than ever before. Quick and easy access to all digital data – social, mobile or e-commerce – leads to quicker decision making for customer engagement and digital operations. SAS Customer Intelligence provides marketers with answers in minutes or seconds and displays reports with graphical clarity using visual analytics reporting capabilities.
Other new features include:
Enhanced visualization of marketing actions: Intuitive analytics and interactive data visualizations allow marketers to consider more scenarios, thus improving quality of decisions and marketing actions. Besides providing faster answers, it strengthens collaboration and accountability in the marketing department.
Enriched customer data: Users can now further enrich customer profiles with social IDs. Where relevant APIs allow the extraction of that data, marketers can either match customers across various digital devices and channels or link customer logins, emails, accounts and other unstructured data to a social ID.
Expanded data sources: Enhancements allow marketers to analyze more e-commerce data items, such as payment type, shipping cost, tax, shipping and billing address, and customer comments.
More contextualized multichannel interactions: Marketers can deliver contextualized content via multiple interactive channels, based on a single customer action or decision, e.g., when a customer contacts a call center for a service upgrade. In addition to guiding the agent to the next best action (such as a discount offer) during the call, analytics can also determine the best follow-up – say, a thank-you note displayed on the company’s landing page the next time that customer visits.
 Gartner Inc. Magic Quadrant for Multichannel Campaign Management. Adam Sarner, Jennifer Beck, Julie Hopkins. May 21, 2014.
About the Magic Quadrant
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