SAMENVATTING PRESENTATIE Premlin Pillay A lack of focus on direct marketing has resulted in a process that has become increasingly inefficient over the years. The broken process has resulted in slow response to campaign initiatives, fragmented campaigns launched from different parts of the business and unclear customer contact strategies. Moreover, factors such as an increasingly competitive environment, low cross sell ratios, high attrition rates and customer resistance to irrelevant contact strategies prompted Information Management in partnership with Marketing to investigate SAS Marketing Automation as a tool that would help fix the broken direct marketing process. It is anticipated that through implementing the SAS Marketing Automation software and fixing the supporting processes, the right customer will be contacted with the right message at the right time and through the right channel.