SAS® helps Cabela's reel in more customers
Started around a kitchen table in Chappell, Nebraska, in 1961, Cabela's has grown to become the largest direct marketer, and a leading specialty retailer, of hunting, fishing, camping and related outdoor merchandise with $2.3 billion in sales.
Customer Success Video
Check out this video to learn more about Cabela's and its successes with SAS.
View Video(Runtime: 5 mins., 18 secs.)
You have questions; our customers have answers. Check out this video Q&A.
(Requires Windows Media Player 6.4.7 or higher)
"Using SAS, we create predictive models to optimize customer selection for all customer contacts. Cabela's will use these prediction scores to maximize marketing spend across channels and within each customer's personal contact strategy. These efforts have allowed Cabela's to continue its growth in a profitable manner," says Corey Bergstrom, Director of Marketing Research and Analytics for Cabela's. "We're not talking single-digit growth. Over several years, it's double-digit growth."
Using SAS® and Teradata for in-database analytics
To help organizations meet their needs for integrated solutions, SAS recently joined forces with data warehouse leader Teradata to create tools and techniques aimed at optimizing how their two systems work together.
Prior to the integration of SAS and Teradata, data for modeling and scoring customers was stored in a SAS data mart. This process required a large amount of time to construct, bringing together disparate data sources and keeping statisticians from working on analytics. On average, the statisticians spent one to two weeks per month just building the data.
Now, with the integration of the two systems, statisticians can leverage the power of SAS using the Teradata warehouse as one source of information rather than the multiple sources that existed before. This change has provided the opportunity to build models faster and with less data latency upon execution.
"With the SAS [and] Teradata integration we have a lot more flexibility. We can use more data and build more models to execute faster,'' says Dean Wynkoop, Manager of Data Management for Cabela's.
The integration enables Cabela's to bring its data close to its analytic functions in seconds versus days or weeks. It can also more easily find the highest-value customers in the best locations most likely to buy via the best channels. The integrated solution reduces the need to copy data from one system to another before analyzing the most likely indicators, allowing Cabela's to run related queries and flagging potentially ideal new prospects before the competition does.
SAS Analytics helps Cabela's:
"SAS is a product we have never had to justify to our management. It's because every time we use SAS it gives us such a great return,'' says Ryan Coldwell, Marketing Statistician at Cabela's.
"This would not be possible without the in-database processing capabilities of SAS, together with Teradata,'' Wynkoop says.
The results illustrated in this article are specific to the particular situations, business models, data input, and computing environments described herein. Each SAS customer’s experience is unique based on business and technical variables and all statements must be considered non-typical. Actual savings, results, and performance characteristics will vary depending on individual customer configurations and conditions. SAS does not guarantee or represent that every customer will achieve similar results. The only warranties for SAS products and services are those that are set forth in the express warranty statements in the written agreement for such products and services. Nothing herein should be construed as constituting an additional warranty. Customers have shared their successes with SAS as part of an agreed-upon contractual exchange or project success summarization following a successful implementation of SAS software. Brand and product names are trademarks of their respective companies.
Copyright © SAS Institute Inc. All Rights Reserved.
Director, Marketing Research and Analytics
Cabela's wanted a single view of customers across multiple channels to better focus its marketing and drive increased sales.
The integration of SAS Analytics with the Teradata in-database solution allows Cabela's to personalize catalog offerings; select new store locations and estimate their first-year sales; choose up-sell offerings that increase profits; and schedule promotions to drive sales.
With help from SAS, the company has experienced double-digit growth.
“Our statisticians in the past spent 75 percent of their time just trying to manage data. Now they have more time for analyzing the data with SAS. And we have become more flexible in the marketplace. That is just priceless.”
Director, Marketing Research and Analytics
This story appears in the