Marketing Strategy and Planning
Maximizing marketing program ROI in life sciences companies
Only SAS provides superior solutions for marketing strategy and planning that deliver maximum benefit from your marketing dollars and enable you to achieve sustainable competitive advantage.
" Using SAS, we can now accurately predict which marketing tactics will provide the greatest return for each specific product."
— A senior director of sales analytics
Top 20 pharmaceutical company
How SAS® Can Help
SAS provides superior software and services to help life sciences marketing organizations make data-driven decisions concerning their marketing investments for both health care professionals and patients. With SAS, you can:
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Improve ROI for marketing expenditures by directing the right budget to the right targets through the most effective channel with advanced functionality for targeting and segmentation, investment allocation and channel optimization found in SAS Customer Intelligence solutions.
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Strategically allocate marketing spending across health care professionals, patients or consumers, and managed markets for maximum return with a marketing mix solution that offers iterative "what-if" scenario planning and allows for constrained optimization.
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Test and verify your marketing assumptions to ensure you're on the right path by using SAS Business Analytics to test and learn using experimental design before full marketing program execution.
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Understand brand sentiment and key influencers so you can make more informed decisions by mining online publications and medical literature to identify key opinion leaders (KOLs) and applying the power of social media analytics to uncover trends in attitudes about you and your competition.
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Learn, measure and report with ease using a reporting framework that assists with ongoing marketing performance evaluation.
How SAS® Is Different
Only SAS provides the best combination of data management, business analytics and expertise for marketing strategy and planning. With SAS, you get:
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A fully integrated business analytics framework that provides the best analytic and reporting technologies available to deliver fact-based decision making for your marketing organization.
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A complete portfolio of leading customer intelligence solutions for driving both strategic and tactical decisions and enabling investment in the right customer, through the right channel(s), with the right message or offer, at the right time to maximize ROI.
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Industry and domain expertise from professionals who understand the importance of fact-based decisions in managed markets and commercial operations.
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Faster, more repeatable analyses that enable you to adjust quickly to market changes.
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A single data management environment that gives you full access to standard, trusted data, regardless of computing platform or location, so you can overcome the challenges associated with integrating prescription, CRM, physician, patient or marketing campaign data – plus any other data source that could provide insight into marketing performance.
Related Products and Solutions
- SAS® Marketing Mix Advisor
- SAS® for Marketing Performance Management
- SAS® Marketing Optimization
- SAS® Customer Link Analytics
- SAS® Social Media Analytics
- SAS® for Physician Targeting
- SAS® Enterprise Data Integration Server
- SAS® Enterprise Miner™
SAS® Marketing Mix Advisor
SAS Marketing Mix Advisor provides an easier way of analyzing, forecasting and optimizing your mix of advertising and promotions. SAS enables organizations to increase their profit through more effective and efficient deployment of marketing resources and lower risk associated with changes in the marketplace.
SAS® for Marketing Performance Management
Today, just believing in the strategic importance of marketing isn’t enough. More than ever, marketing executives are being asked to quantify the impact that their organization’s marketing efforts have on the bottom line. Unfortunately, most marketing performance solutions available today address only tactical issues. SAS, however, takes marketing performance management to the next level.
SAS for Marketing Performance Management combines analytically derived tactical and strategic insights and delivers them via a single, comprehensive marketing framework so you can:
- Align activities and resources with strategies and goals.
- Link marketing performance to financial performance.
- Establish and maintain marketing team accountability.
- Integrate and optimize cross-functional spending.
- Understand and improve the efficiency and effectiveness of marketing activities.
How SAS® is Different
SAS provides a complete range of solutions to address the key issues faced by marketers of all disciplines in today's complex environment. A pioneer in delivering marketing performance management (MPM) solutions, only SAS ties it all together in an integrated platform for enterprise marketing management so you can drive performance improvements throughout the entire marketing organization.
Starting with top down analytically driven marketing scorecards and strategy maps, marketing executives can determine the right metrics to track as well as identify their most profitable customers. Furthermore, team members across the marketing department can use marketing planning tools to determine the optimal allocation of marketing resources, whether they relate to direct channel communication or indirect media advertising and promotions.
SAS for Marketing Performance Management provides everything you need to manage and improve your marketing efforts on an ongoing basis:
- Timely visualization of and collaboration on metrics based on individual roles, with transparency to foster accountability and drill-down ability for deeper exploration of issues.
- Standard marketing KPIs that comprise marketing best practices, including marketing program metrics, customer metrics, business/financial metrics and marketing process metrics.
- Analytically driven insights that give you both a historical view and a forward look at trends, not just a snapshot in time, using advanced, predictive analytics, correlation analysis, trending and more.
- A single, integrated view across marketing that includes access to all your customer data regardless of form or location and powerful data cleansing tools to ensure consistency, accuracy and reliability.
SAS® Marketing Optimization
SAS Marketing Optimization applies mathematical techniques to maximize campaign return, revealing how to make the most of each customer contact. By determining the best offers for individuals and providing insight into the implications of changing business constraints, such as budget, channel capacity and contact policies, it increases marketing campaign ROI.
SAS® Customer Link Analytics
SAS Customer Link Analytics improves customer retention, cross-sell and up-sell by enabling marketers to identify social communities based on relationships between customers, measure and segment customers based on social influence, and target customers based on changes within their social communities. Users can quickly visualize social networks between customers who were previously unknown and uncover leaders, followers and other members within social communities. By incorporating such role-based variables, this solution can enhance existing segmentation models, enabling you to discover how best to target influencers.
SAS® Social Media Analytics
SAS Social Media Analytics is an enterprise-hosted, on-demand solution that integrates, archives, analyzes and enables organizations to act on intelligence gleaned from online conversations on professional and consumer-generated media sites. It enables you to attribute online conversations to specific parts of your business, allowing accelerated responses to marketplace shifts.
Based on your unique business challenges and enterprise goals, SAS can provide a tailored implementation that’s hosted and managed by SAS Solutions OnDemand.
SAS® for Physician Targeting
Today's pharmaceutical companies face much greater revenue pressures along with more specialized product portfolios that will require changes to the industry's targeting and deployment strategies. These issues, along with declining sales productivity, are causing companies to seek ways to reduce costs, increase precision and attain greater insight into prescribing behavior in order to ensure that every sales call counts. SAS for Physician Targeting lets you implement an iterative, continuous learning model that will bring you greater insight into which physicians are most valuable for your sales strategy.
SAS® Enterprise Data Integration Server
SAS Enterprise Data Integration Server is a powerful, configurable and comprehensive solution that can access virtually all data sources; extract, cleanse, transform, conform, aggregate, load and manage data; support data warehousing, migration, synchronization and federation initiatives; support both batch-oriented and real-time master data management solutions; and create real-time data integration services in support of service-oriented architectures.
SAS® Enterprise Miner™
SAS Enterprise Miner streamlines the data mining process to create highly accurate predictive and descriptive models based on large volumes of data from across the enterprise. It offers a rich, easy-to-use set of integrated capabilities for creating and sharing insights that can be used to drive better decisions. Forward-thinking organizations today are using SAS data mining software to detect fraud, minimize risk, anticipate resource demands, increase response rates for marketing campaigns and curb customer attrition.
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