SAS® Business Analytics mission-critical for broadcaster

Christian Broadcasting Network selects SAS® framework for improved operations, donor interaction

CARY, NC  (Sep. 09, 2009)  –  Seeking deeper understanding of donors and how to better serve their needs in a tough economy, the Christian Broadcasting Network (CBN) chose SAS Business Analytics. SAS’ powerful ability to integrate disparate data and apply advanced analytics will help CBN make proactive, evidence-based decisions. 

“The Christian Broadcasting Network has grown considerably over 50 years, both in size and variety of outreach. To continue our growth, we needed a complete view of our individual supporters and a better understanding of how the various operations under the CBN umbrella serve them and impact donor retention,” said John Turver, Vice President of Marketing at the nonprofit. “We started 18 months ago. Once we identified all our requirements, SAS was the only single vendor able to deliver.” 

CBN started the process knowing that its existing data warehouse was in “need of a serious upgrade,” Turver said. To move forward, CBN realized, it would require advanced analytics. The need for query-and-reporting tools to empower CBN staff naturally followed. 

Data for donor outreach comes from many sources, including CBN’s call center, Web site, mail services, customer relationship management system and field representatives. With so many different touch points for donors, the data is very fragmented. 

“SAS pulls it all together and gives us an all-encompassing view of individuals who support our work and how better to serve them. That same infrastructure helps us to understand the impact and performance of our various activities and therefore become better stewards of our resources,” Turver said. “Like any global enterprise under current economic conditions, we have to be less reactive and more proactive.”  

The SAS Business Analytics Framework is a powerful blend of data integration, analytics, reporting and an ever-expanding portfolio of industry and line-of-business solutions. Organizations can quickly address their most immediate business issues, extending their use of SAS over time to achieve continuous performance improvements.

CBN selected SAS software after a highly competitive six-month evaluation. Using SAS Enterprise Data Integration Server, SAS Enterprise BI Server, SAS Enterprise Miner, SAS Visual Data Discovery and DataFlux ^® data quality software, the organization expects to complete phase one of its deployment within eight months.

SAS and Sun Microsystems worked jointly on the CBN proposal to develop performance reviews and hardware requirements. The network will run a Sun Fire™ x4440 server system for main SAS processing, a Sun Fire™ x4540 storage system with 24 terabytes (TB) of storage for the SAS Scalable Performance Data Server, and a second Sun Fire x4540 for data staging and backup.

About CBN

The Christian Broadcasting Network is a multifaceted nonprofit organization that provides programming by cable, broadcast and satellite to approximately 200 countries, with a 24-hour telephone prayer line. Chief among CBN's broadcasting components is The 700 Club, a daily television program featuring Pat Robertson, Terry Meeuswen, Gordon Robertson, Kristi Watts and news anchor Lee Webb. On the air continuously since 1966, The 700 Club is one of the longest-running programs in broadcast history. Seen in 97 percent of the television markets across the United States, the show's news/magazine format presents a lively mix of information, interviews and inspiration to an average daily audience of 1 million viewers. For more information, visit www.cbn.com.

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