Make decisions based on fact – not gut instinct – using true mathematical optimization to determine the impact of constraints.
Higher response rates, improved channel efficiencies and reduced spending are within your reach; you just need to understand your business constraints and apply them to campaign execution. Here’s how. First define your optimization objectives, focusing on parameters like maximizing profit, revenue or response rate, or minimizing total marketing cost. You can even define two objectives in the same scenario to see how competing goals might affect each other. Next, identify constraints by defining conditions that require a limit – e.g., putting a ceiling on the total budget. Lastly, you can include contact policies at the household and/or customer level within the same scenario. And voila!
You don’t need a crystal ball to determine whether your marketing decisions will produce the best possible outcomes. By applying the power of analytics to your optimization processes, you’ll get far more accurate results than you would using the typical business rule approaches associated with offer or customer priority optimization. With analytics, you get a thorough sense of how any changes will affect the outcome, instead of just making changes and hoping they produce the results you want.
User-friendly data visualization and reporting let you actually see the results of your optimization efforts so you can truly understand the intersection of profit versus capacity like never before. Multiple views of a project are available, so you can get exactly the information you need.
Offer summary reports and graphs show total offers and expected profitability. Constraint summaries show actual resource consumption and opportunity costs. Sensitivity curves show optimization objectives (e.g., profit) corresponding to a wide range of constraint values, enabling you to analyze trade-offs between objectives and constraints. If you defined a secondary objective, a range analysis chart shows trade-offs between objectives.
Do you need true, analytical optimization, or simpler, priority-based (e.g., business rules) optimization? Wherever you fall on the optimization spectrum – or intend to go – SAS delivers optimization at your speed.
Use priority-based optimization to set simple priorities across offers and customer segments. Use more complex optimization to generate the most revenue while reducing marketing costs. And complete integration with your campaign management solution means you can perform optimization alongside outbound or inbound campaign management processes.