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Today's marketing organizations deliver communications that are more diverse and frequent than ever before. As a result, marketing budgets are continually strained, and there is mounting pressure to improve response rates and revenues from campaigns. Campaign management applications ease the situation by improving campaign efficiency and execution, but they often have a limited ability to help marketers determine the ideal marketing mix or channel distribution for a given situation.
As a complement to marketing automation and campaign management technologies, SAS Marketing Optimization lets marketers plan and prioritize all outbound customer communications in order to maximize effectiveness while balancing the organization's capacity to deliver and the likelihood that customers will respond.
With this solution, marketers can anticipate the economic outcome of campaigns using a scenario-planning environment that integrates predictive analytics with constraint-based optimization.
Right offer, right time, right channel ... how can you be sure?
SAS Marketing Optimization – available as a stand-alone application or as an addition to SAS Marketing Automation – helps you reach the next level of effectiveness and profitability in campaign management by evaluating multiple campaigns simultaneously to determine which products should be marketed to individual customers for maximum return.
With SAS Marketing Optimization, marketers can:
- Significantly increase returns on marketing campaigns by making mathematically optimized decisions about customer offers.
- Use marketing budgets more efficiently.
- Improve channel effectiveness.
- Understand the economic impact of direct marketing campaigns before they are executed.
- Reduce customer dissatisfaction by eliminating uncoordinated or conflicting marketing communications.
SAS Marketing Optimization, with its ease of use and extensive reporting capabilities, combines the technology, methodology and industry expertise needed to optimize customer communications based on your own business constraints. The solution offers:
- True mathematical, constraint-based optimization.
- Analytic insight into how marketing constraints affect profitability (what-if analysis).
- User-defined constraints and optimization objectives.
- Recommended offer assignments and channel allocation for maximizing profitability.
- Integration with SAS Marketing Automation and the SAS Intelligence Platform.
- Contact planning capabilities for governing the number of communications per time period, per product and per channel at the customer or customer segment level.
- The ability to drive top-down, ROI-based marketing.
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Industries
Activity-Based Management
