About this paper
For years, retailers have struggled to measure the effectiveness of their promotional advertising efforts. Harnessing the big data within their customer and transaction files continues to be a major challenge. Approaches for gleaning true customer insights from that data are becoming more common. Measuring total shopping behavior in conjunction with specific promotions provides a better understanding of the overall impact on profitability. This paper describes how retailers are utilizing customer analytics to measure the effect that mass promotions have on the total basket spend of customers and to identify the most relevant offers for each individual customer.
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 70,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®.