Major PC manufacturer relies on SAS® to promote the right products to the right consumers at the right time

There are many competitors fighting for market share in the consumer electronics manufacturing space. To help it reclaim the top spot in the market, one of the industry’s leaders is implementing SAS Marketing Automation, SAS Marketing Optimization and SAS Interaction Management.

Solving the business pains:
Having recently lost its title as market-share leader, the company needed to better utilize its customer information to target the right customers with the right marketing campaigns at just the right time. The company was missing opportunities because it did not have the resources to pursue all of the marketing opportunities its research indicated would be profitable.

SAS Marketing Automation will enable the company to take an analytics-based global approach as it streamlines and automates its marketing campaigns, and works to reclaim its position as the PC and desktop market-space leader. The company also invested in SAS Marketing Optimization, noting that the SAS solution was far superior to the competitions’ offerings because it was analytics-based instead of trigger-based. The company was also looking to automate its sales call centers, so SAS Interaction Management will enable its sales associates to do better one-to-one selling.

Results:
Improved marketing efficiency
• A 20 percent reduced effort per campaign.
• A 57 percent reduction in lead time for the marketing cycle.

Reduced costs
• A 10 percent reduction in circulation based on de-duplications and data cleansing.
• An expected $10 million over a three-year period of hard savings from circulation optimization.

More relevant offers by using personalized, trigger-based activities.

Quote:
“…It’s first and foremost a world-class marketing engine that allows us to do the things better, faster and smarter, and above all, building for the future by turning customer data into a competitive advantage.”
- CRM and Direct Marketing Director