SAS^® for Media

Costs are increasing and monetization strategies remain elusive to media companies who lack audience insight. Jeanne G. Harris and Thomas H. Davenport’s article, "What People Want (and How to Predict It)" in MIT Sloan Management Review (Winter 2009), highlights the need to employ analytics to understand consumer preferences: "Companies now have unprecedented access to data and sophisticated technology that can inform decisions as never before. How successful are they at helping forecast what customers want to watch, listen to and buy?" How SAS® Can Help Eight out of the top 10 media companies rely on business analytics from SAS – the leader in advanced analytics – to gain insights that drive more intelligent monetization and engagement strategies, grow advertising and subscription revenue, provide relevant real-time offers and accurately forecast content demand. Deepen audience insight: SAS helps media companies deepen audience insight to develop effective engagement strategies and predict interests, trends and drivers amid short life cycles. With SAS, media companies can: Granularly segment audiences to identify influencing attributes. Predict audience trends, drivers and desires by integrating and analyzing insights across properties. Score visitors to determine the appropriate audience segment and the behavior value. Identify, track and forecast social influencers. Understand positive or negative sentiment about your brand. Gauge real-time performance of brand and marketing efforts. Optimize advertising inventory: SAS helps media companies maximize the value of advertising inventories by analyzing, forecasting and optimizing its mix across properties. With SAS, media companies can: Provide a holistic view of client ad spending and understand current and future value. Develop econometric forecasts to optimize sell-through, timing and pricing. Enable consultative selling across sales teams by considering additive/dilutive effects across properties. Use proven operations research engines to optimize revenue and client objectives amid a myriad of constraints. Provide an analytic sales scorecard to prioritize sales and retention efforts based on a client’s predictive model score. Accelerate the findability of enterprise content assets to maximize the number of content views/hits, ad relevancy and effectiveness. Related Products SAS Analytics provides an integrated environment for predictive and descriptive modeling, data mining, text analytics, forecasting, optimization, simulation, experimental design and more, to reveal patterns, trends and anomalies and address media’s top business issues. 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 Web Analytics automatically turns raw Web data into valuable business information. Through the use of advanced analytics, the solution lets you monitor key performance indicators (KPIs) and understand the factors that influence each business metric. In turn, you can successfully refine your marketing and service strategies to achieve business goals. SAS Real-Time Decision Manager combines SAS Analytics with business logic and contact strategies to deliver real-time decisions and recommendations to interactive audience properties. The interactive user interface allows business users to construct, implement and manage decision criteria across all properties. SAS Content Categorization drives faster, more efficient information organization and access by processing large volumes of content and eliminating manual and redundant content tagging processes.

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