Practice makes perfect

SAS' Communications, Media and Entertainment practices share global expertise with customers

by Kevin McConnell and Maciej Kornacki

If your operational system has only part of the customer data, you're going to get only part of the answer.

For close to 30 years, communications, media and entertainment (CME) companies have been using SAS to improve corporate performance. As in other progressive industries, business intelligence is a big part of that strategy for CME.

The industry is unique, the environment is dynamic, the marketplace is competitive, and the customer is king. That's why CME organizations are learning to focus from the "outside in," allowing customer interests to be the motivating force behind business processes.

The goal of today's successful intelligence initiatives is to make organizations more customer-centric. If your operational system has only part of the customer data, you're going to get only part of the answer. True customer intelligence comes from gathering data from every customer touch point: call centers, self-service portals, e-mail, instant messages, reseller and direct sales channels.

Likewise, different customer activities such as ARPU management and churn management need to be fully integrated to resolve conflicts. For instance, growing ARPU may sometimes yield higher churn. These interdependencies should be tracked and analyzed so that strategic efforts can be better integrated and optimized for maximum EBITDA growth. However, software alone will not get you quantifiable results. Business benefits will only be realized when technology and intellectual capital intersect at the customer.

Emblematic of SAS' commitment to aligning with the converging CME industry is the creation of the SAS U.S. Communications, Media and Entertainment Practice as well as the SAS Communication Practice for SAS International. Customers benefit from more industry-specific solutions and SAS' dedicated resources. SAS is aligning its CME resources, allowing for important solution advancements and collaborative knowledge exchanges that can then be shared with SAS customers.

By working closely with global colleagues, we leverage industry insights so that our customers can better address emerging concerns. For instance, 3G is just now being rolled out by U.S. mobile operators, while Europe has a more mature 3G market. By tapping into our experience in Europe, SAS can help U.S. operators minimize risks and maximize the opportunities that this technology creates. Such industry focus and cross-market cooperation allows SAS customers around the world to realize value from the combination of SAS' innovative technology and intellectual capital.

An example of customers putting our technology and knowledge to work is Sanoma Uitgevers, the Netherlands' leading publisher. If you're a media corporation – or if you use SAP for back-office functions – chances are you can relate to Sanoma Uitgevers' COO. See the related articlein which he discusses creating effective campaigns that increase circulation and reduce expenses from inefficient campaigns.

To stay abreast of what SAS is doing for your company, start taking advantage of our industry expertise by subscribing to the CME Special Edition, our new quarterly e-newsletter.

Bio: Kevin McConnell is SAS' industry and solution development director responsible for the communications, media and entertainment industries. Prior to SAS, he held various leadership positions with communications companies, including director of communications alliances at HP, vice president of business development at InfoTouch and sales management at Verizon.

Maciej Kornacki is head of the communications practice for SAS International. Kornacki has been cooperating with dozens of wireless and fixed line operators throughout Europe and across the globe. In addition to this role, he also co-shares responsibility for the development and direction of SAS' product offerings for the telecommunications sector.