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Wolters Kluwer Chooses SAS to Deliver More Effective Marketing Campaigns15 November 2006 - Wolters Kluwer UK, the leading information services and publishing company has chosen SAS, the market leader in the new generation of business intelligence (BI) software, to provide a complete marketing automation solution to enable a more strategic and tactical approach to marketing. Wolters Kluwer UK provides legal publications and services to businesses to help them comply with tax and governance laws, which are constantly changing. Accurate data is imperative in this environment of continual change. Wolters Kluwer needed a system which provides targeted campaign management whilst ensuring data quality to avoid any legal implications. SAS’ marketing automation software, built on the SAS®9 Enterprise Intelligence Platform, was chosen as it will help Wolters Kluwer cleanse its current data to improve data quality and access. The data integration functionalities of the SAS solution will consolidate several separate databases of corporate information into a single customer centric database, from which highly targeted marketing campaigns can be automated. SAS’ solution will also clearly manage and track the success of these campaigns. In a pilot project of just seven weeks, SAS was able to build a consolidated customer view to run several very successful campaigns. Across the pilot project, response rates were up in all cases. The best results were seen in the Tax and Finance division, where one of the campaigns returned three times the expected revenue target. Other campaigns aimed at setting appointments for field sales, also yielded much improved results with the call ratio success increasing by 30%. All of this was attributed to improved targeting and campaign management. SAS has been chosen as it is the only vendor able to provide a comprehensive and integrated platform that meets Wolters Kluwer UK’s needs. SAS’ offering also has a lower total cost of ownership over the alternative approach of ‘component’ purchase. Furthermore, it can be quickly implemented so that Wolters Kluwer UK can move fast to improve its current situation. It was impressed with SAS’ cost effectiveness and accurate management of critical data as well as scalability and stability of software. It was further encouraged by SAS’ ability to develop a roadmap showing Wolters Kluwer UK how it can grow and develop with SAS. Wolters Kluwer believe that SAS will provide a clear understanding of the balance between customer retention and acquisition, clearly measure campaign success, reduce costs in sales and marketing activity and optimise marketing spend. Its marketers will be self-sufficient, be able to spot new opportunities through train of thought analysis and will receive a better return on campaigns through improved targeting. Mike Turner, Business Systems Manager of Wolters Kluwer says: "We needed to address the way in which we engaged with our customers to ensure that we were maximising the relationship we have with them. A partnership with SAS, and a strong product offering from them, has enabled us to take the first steps towards the greater understanding we need in the provision of products and services to that client base. At Wolters Kluwer we believe that this new stronger insight and our range of market leading products will drive us to reach our stated business objective of being the ‘professional’s first choice’. " About Wolters Kluwer
SAS is the leader in business intelligence software and services. Customers at 40,000 sites use SAS software to improve performance through insight into vast amounts of data, resulting in faster, more accurate business decisions; more profitable relationships with customers and suppliers; compliance with governmental regulations; research breakthroughs; and better products. Only SAS offers leading data integration, intelligence storage, advanced analytics and business intelligence applications within a comprehensive enterprise intelligence platform. Since 1976, SAS has been giving customers around the world
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