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SAS Launches SOLUTION FOR MARKETING AUTOMATION - May 17, 2004

SAS - a Business Intelligence vendor - launched today SAS Marketing Automation 4, based on it’s SAS 9 Intelligence Platform, at the 29th annual SAS User Group International (SUGI) conference in Montreal.

According to a press release, SAS Marketing Automation is a software solution that allows marketers to shorten the time required to implement campaigns.  

Jim Davis, senior vice president and chief marketing officer of SAS, said, "When developing the SAS 9 platform and the solutions that run on it, we focused on extensibility. With SAS Marketing Automation, for example, our customers do not have to re-engineer their business processes to fit their software.”

The solution is a product developed after a two year market survey of customers, and industry analysts around the world on business requirements and best practices. "SAS sent both software engineers and psychologists versed in human factors design, to visit customer sites, shadow marketers and study the business process of implementing a campaign from start to finish," commented Davis.

"From these observations, SAS undertook an extensive user interface overhaul. Many different versions of the user interface were tested by marketers at Fortune 1000 companies until SAS was satisfied that all stakeholders in the process, from the IT department to the campaign manager, could accomplish any task intuitively,” revealed Davis.

SAS Marketing Automation is part of the SAS Customer Intelligence suite, a set of integrated solutions that allows companies to understand their customers, apply that customer knowledge and measure the value of sales and marketing activities.

Additional solutions that complement marketing automation and extend the marketing process include SAS Interaction Management and SAS Marketing Optimization, as well as industry-specific marketing applications for banking, insurance, retail and telecommunications, the release stated.