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SAS a Leader in 2011 Integrated Marketing Management Magic Quadrant
Brussels, November 2011
Business analytics software provider SAS, a leader in integrated marketing management, announced today it has been placed in the Leaders quadrant in Gartner Inc.’s latest report, "Magic Quadrant for Integrated Marketing Management”1
Gartner defines leaders in integrated marketing management as: “Leaders in the IMM market have clients that have adopted their solutions as the primary vendor and platform to support all marketing roles and functions. These vendors deliver breadth and depth of integrated marketing functionality. Leaders successfully articulate business propositions that resonate with marketing buyers, particularly CMOs and marketing executives. Emphasis is placed on MPM and process integration across marketing.”
“The integration of people, processes and technology to drive ROMI (Return on Marketing Investment) is the true value proposition underlying IMM (formerly known as EMM). By 2014, companies that develop an IMM strategy will deliver a 50 percent higher ROMI than those that don't,” according to another Gartner report.2
In February 2011 SAS announced the acquisition of Assetlink, a highly-regarded provider of Marketing Resource Management (MRM) software. A key impetus behind this acquisition was to add planning, management and marketing operations capabilities to SAS’ broad analytics-based customer intelligence suite to help companies adopt an integrated marketing management process. SAS, a pioneer in marketing performance management, is one of the only IMM vendors that can tie both together in an integrated platform to drive performance improvements throughout the entire marketing organization.
Vendors had to demonstrate proficiency across three areas that support the executional, operational and analytical closed loop marketing process. SAS, recognized by Gartner as a leader in CRM Multichannel Campaign Management3 also, continues to tightly integrate campaign management activities with other SAS® solutions, such as social media and online analytics, to provide a holistic view of the business that can help organizations achieve profitable revenue growth.
“We believe SAS’ placement in this report reflects our deep investment and profound impact on marketers over the last decade with our customer intelligence solutions, which is one of SAS’ core capabilities,” said Wilson Raj, SAS Global Product Marketing Principal for Customer Intelligence. “Against a recessionary landscape, SAS has powerful solutions to help CMOs innovate while driving operational excellence to deliver profits.”
SAS Customer Intelligence is the most comprehensive suite of integrated enterprise marketing solutions available on the market today. Solutions include SAS for Customer Experience Analytics, SAS Digital Marketing, SAS Marketing Automation, SAS Marketing Optimization, and SAS Real-Time Decision Manager.
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