SAS a Leader in Customer Analytics Solutions: Independent Research Firm
SAS top-ranked in current offering, strategy and market presence categories
In naming SAS a leader in The Forrester Wave™: Customer Analytics Solutions, Q1 2016, Forrester Research says SAS excels at analytics production, or “turning data into insights.” Analytics powerhouse SAS, also a leader in marketing technology for today’s digital business, ranked at the top in three categories – current offerings, strategy and market presence.
In characterising SAS’ solution, Forrester noted SAS’ heavy investment in its customer intelligence suite to “ensure that its solutions anticipate and even drive innovation in this space for marketers.” One client surveyed said they “attribute profitability increases of up to 30 per cent in some customer segments to SAS.”
Forrester describes “Leaders” as having “the ability to manage and integrate data from multiple sources, quickly uncover valuable insights, take action on those insights, and measure success.” To assess the vendors, Forrester used data sources including vendor surveys, product demos and customer references.
“In a world of multichannel marketing, SAS delivers a solution that can predict and react to the ever-changing needs of brands and their customers,” said Mike Blanchard, Head of Customer Intelligence Solutions, SAS UK & Ireland. “The SAS® Customer Intelligence suite provides marketers with a holistic view of their customer as they execute powerful analytics and create dynamic marketing processes. That’s where the bar has been set by the smartest brands.”
With customer analytics, marketers derive valuable insights from customer data. Based on those insights, they can take meaningful and profitable actions to deliver rewarding customer experiences.
SAS Customer Intelligence employs customer analytics techniques such as predictive modeling, data visualisation, information management and segmentation. These capabilities help marketers to:
- Better engage customers with highly relevant offers and messages. Brands that understand the importance of personalisation and targeting the right customer boost response rates and customer loyalty.
- Accurately predict which customers are most likely to leave and why. Armed with this data, effective marketers can hone strategic campaigns to prevent attrition.
In an ever-changing digital business world, customer analytics helps smart marketers get smarter and keeps customers satisfied.