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VODAFONE AUSTRALIA OPTIMISES MARKETING CAMPAIGNS WITH SAS
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Sydney & Auckland (May 21, 2008) – SAS, the leader in business intelligence,
has announced the signing of an agreement
with Vodafone Australia to provide the SAS
Marketing Optimization solution. Deployment
of this system will enable the
telecommunications company to enhance its
marketing campaigns through the use of
advanced real-time analytics.
Vodafone claims a 17 per cent share of the
total Australian mobile market and has more
than three million subscribers connected to
its GSM network; the geographic reach of
which covers 93 per cent of the Australian
population.
Vodafone regularly targets more than a
million of its customers with direct mail
campaigns but the largely manual processes
previously involved were increasingly
inadequate and led to the company’s search
for an advanced and automated software
solution.
Campaign analytics and intelligence manager
for Vodafone Australia, Cahyadi Poernomo,
explained, “The catalyst for our decision to
switch to an intelligent technical solution
was the length of time it took to manually
process the information we needed. As we
grow in terms of the number of campaigns
over time, and as the campaigns become more
integrated, it became impracticable to do
this within our current capabilities.
“In addition, by implementing the tools
provided by SAS we estimated that we could
significantly improve our return on
investment for marketing campaigns whilst
increasing customer satisfaction by being
able to eliminate uncoordinated or
conflicting marketing communications. We
believe that Vodafone will be the first in
the telecoms industry in Australia to take
full advantage of these types of
tools.”
Vodafone counts the costs of its direct
marketing campaigns in the many millions of
dollars and Poernomo says the company is
looking to reduce this outlay by as much as
30 per cent while still enjoying similar or
better levels of return.
When asked why Vodafone had chosen SAS to
provide the solution, Poernomo replied, “SAS
fitted all of our selection criteria. The
tool itself had good capabilities and was
the best fit in terms of our current
structure and systems in place. SAS also
provides comprehensive 24 by 7 support,
which, from our perspective, is fantastic.
He added, “One of the main benefits that SAS
provided was its peoples’ knowledge and
experience. It was very advantageous for us
to have people on board that are expert in
implementing similar solutions around the
world.”
In announcing the agreement, SAS Australia
and New Zealand managing director Gordon
Clubb, said, “We are naturally delighted
that the local arm of the world’s biggest
mobile telephone company chose SAS. In an
industry as fast moving as the
telecommunications sector, where fierce
competition and threatened margins are a
constant challenge, there is no longer any
room for marketing campaigns that are not
underpinned by the single version of the
truth that only state-of-the-art business
intelligence can deliver.
ABOUT SAS
SAS is the leader in business intelligence and analytical software and services.
Customers at more than 44,000 sites use SAS software to improve performance
through insight from data, resulting in faster, more accurate business decisions;
more profitable relationships with customers and suppliers; compliance with governmental
regulations; research breakthroughs; and better products and processes. Only SAS offers
leading data integration, storage, analytics and business intelligence applications within
a comprehensive enterprise intelligence platform. Since 1976, SAS has been giving customers
around the world The Power to Know®.www.sas.com
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Amar Vohra
Marketing Manager
Tel: +61 2 9428 0592
amar.vohra@sas.com |
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Sydney Head Office
300 Burns Bay Road
Private Bag No 52
Lane Cove NSW 2066
Tel: +61 2 9428 0428
Fax: +61 2 9418 7211 |
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