About this paper
Marketers at small and midsize businesses are dependent on satisfied, loyal customers. But determining how to satisfy today's highly empowered customers in the face of budget and human resource constraints is problematic, especially for small and midsize organizations facing unprecedented amounts of customer data. The good news – if harnessed properly, this data can turn into a gold mine of customer insight. This paper illustrates why shifting to analytically driven marketing strategies can significantly improve marketing effectiveness while reducing costs. It also describes how to develop and carry out a successful plan.
SAS is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 80,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.