SAS a Leader in Multichannel Campaign Management: 2015 Gartner Magic Quadrant

Demand for smart, real-time campaigns drive continued success for SAS® Customer Intelligence

Because today’s customers experience brands across a variety channels, marketers must understand how they behave every touch point. SAS helps organizations, such as Blue Cross and Blue Shield of North Carolina (BCBSNC), Chico’s FAS Inc., and Northern Tool, integrate traditional and emerging channels to create consistent customer experiences. And for the 9th consecutive year, Gartner has named SAS a “Leader” in its Magic Quadrant for Multichannel Campaign Management.[i]

SAS® Customer Intelligence helps organizations combine indirect and direct communication channels – websites, stores, catalogs, direct mail, email, mobile, etc. – and take action using the customers’ channel of choice. In 2014 SAS’ multichannel campaign management (MCCM) solutions generated $420 million in revenue.

Recent updates to SAS Customer Intelligence improve offer staging and real-time arbitration. With consumers increasingly demanding faster service, this helps brands deliver immediate and appropriate response across digital and traditional channels. Supplying a next best offer or action to a consumer – one that is anticipated and contextual – is the Holy Grail for brands striving to advance their marketing, service and support. Providing this organic and refined next-best-action capability positions SAS as the analytically based, decision-making “brain” within enterprise marketing today.

“As multichannel campaign management matures, vendors must help brands serve contextual messages across devices, channels and points in time – dynamically and in an intuitive manner,” said Jonathan Moran, Principal Product Marketer for SAS Customer Intelligence. “SAS not only simplifies integration, reduces data duplication and movement, and improves the experience for marketers – it embodies the ease of use and flexibility they expect of enterprise marketing software providers.”

Other new features include:  

  • Improved “next best offer” management.  Marketers can set offers to be arbitrated at the individual customer level, easily deliver consistency across all channels and centrally set customer eligibility criteria as part of each individual offer.
  • Real-time “optimization” score code generation. Marketers can optimize unseen customers (those not contained in a group of campaigns or decisions) and reuse and deploy the score code in real time in both native and third party applications
  • Enhanced campaign management and deployment across environments. Analysts can update inbound and outbound campaigns in real time, without taking campaigns out of production.

Gartner says “leaders consistently do considerably better in overall campaign management performance for basic and advanced campaigns, and for integration with digital marketing. They have high market visibility, high market penetration, strong market momentum and a strategic vision for growing the campaign management business.”

“Customer experience is the de facto differentiator for the digital business,” said Wilson Raj, Global Director of Customer Intelligence for SAS. “Your customers experience your brand as a whole, whether it’s online, in a store, over a mobile device, or some combination of these. Winners are designing and delivering multichannel interactions on the customer’s terms."

About the Magic Quadrant

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

[i] Gartner Inc. Magic Quadrant for Multichannel Campaign Management. Adam Sarner, Jennifer Beck, Julie Hopkins. April 11, 2015.

About SAS

SAS is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 83,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.

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