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Using Customer Analytics to Measure Marketing Effectiveness

Insights from a webcast hosted by the Interactive Advertising Bureau in association with SAS and Organic

About this paper

Using website traffic tools, social media monitoring, search activity metrics and specific housing industry metrics – coupled with SAS® data management and analytics – the digital marketing firm Organic has been able to distill data from six diverse streams into one logical monthly index for Pulte Homes (one of the nation’s largest home builders), Centex and their key competitors. This paper summarizes a webcast where market intelligence specialists from Organic and SAS described the process of creating the Consideration of Brand Index (COBI) and how text analytics can be used to identify the concepts and sentiments represented in that online activity.

Sobre o SAS

SAS é o líder de mercado em Analytics. Por meio de soluções analíticas inovadoras, voltadas para a inteligência do negócio e gerenciamento de dados, a companhia ajuda seus clientes em mais de 75.000 localidades a tomarem decisões de forma rápida e assertiva. Desde 1976, o SAS fornece aos clientes ao redor do mundo THE POWER TO KNOW® (O Poder do Conhecimento).

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