Data visualization: Pathway to better customer insight

SM Marketing Convergence Inc. (SM-MCI), an affiliate of SM Retail Group, operates one of the largest customer loyalty programs in the Philippines. The loyalty program enables customers to earn reward points when they shop with the SM Group – and it also garners massive quantities of customer purchase and spending data for SM-MCI. In fact, SM-MCI's current data exceeds a billion transactions.

With so much customer data at the ready, SM-MCI knew it was sitting on a gold mine that could yield tremendous business insight – but the sheer size of the data proved to be challenging when it came to garnering useful customer knowledge. The company needed a better way to uncover, analyze and put the information to use.

We have always regarded SAS as a valuable business partner with the dedication and support shown us over the years. We're delighted that SAS continues to be ever-mindful of our needs and commits these into the development of new technologies in analytics.

Baldwin C. Golangco
SM-MCI President and Chief Executive Officer

SM-MCI sought a solution that could help boost merchandizing, improve store operations and promote customer loyalty. It chose to implement SAS® Visual Analytics, a powerful high-performance solution providing in-memory analytics and advanced data visualization for business intelligence.

With the technology in place, SM-MCI could look at patterns in spending, rewards redemption and customer loyalty. The resulting insight would be delivered to affiliate partners, who could then better plan their sales and loyalty strategies.

A fast, intuitive solution

SM-MCI was faced with a huge undertaking: It wanted to fully analyze the more than 200 million customer transactions that were generated on a yearly basis across more than 500 stores. Once SM-MCI learned what SAS Visual Analytics could do, it knew it was the right solution for the job.

SAS not only has unmatched statistical computing power and speed, it also offers an intuitive interface that makes visualizing the information even easier. Plus, it could scale effortlessly from 200 million to more than 1 billion transactions using commodity hardware.

SAS Visual Analytics helped SM-MCI analyze customer data and deliver in-depth reports based on SM-MCI's big data insights. The technology could get the job done without the burden of extensive data planning or ETL reprocessing whenever new variables needed to be added. It was fast, efficient – and delivered the in-depth analysis that SM-MCI needed to meet its goals.

Better analysis leads to better service

With data compiled from its customer loyalty program, SM-MCI can use SAS Visual Analytics to understand buying patterns and identify trends, which leads to better service – and more customer satisfaction. SM-MCI uses its insight to improve the customer experience with relevant, timely offers and promotions. It also can work to acquire new members, reduce churn and identify new up-sell opportunities.

"We have always regarded SAS as a valuable business partner with the dedication and support your team has shown us over the years," says SM-MCI President and Chief Executive Officer Baldwin C. Golangco. "We're delighted that SAS continues to be ever-mindful of our needs and commits these into the development of new technologies in analytics."

Challenge

SM-MCI needed a powerful business intelligence solution to provide data visualization and reporting and ultimately transform massive amounts of customer data into valuable insight.

Solution

SAS® Visual Analytics

Benefits

  • In-depth understanding of customer buying patterns and trends.
  • More relevant promotions to acquire new members and identify profitable up-sell opportunities.

Результаты, описанные в этой истории, относятся к конкретной ситуации заказчика, его бизнес-моделям, исходным данным и вычислительным средам. Опыт каждого клиента SAS уникален и отличается техническими параметрами создаваемой системы, поэтому все заявления носят ситуативный, а не общий характер. Фактические результаты, экономия, производительность и изменения в ключевых показателях эффективности могут варьироваться в зависимости от конфигурации решения и бизнес-условий каждого заказчика. SAS не гарантирует и не утверждает, что каждый заказчик получит такие же результаты, как описаны здесь. Единственными гарантиями для продуктов и услуг SAS являются те, что заявлены в письменном соглашении по соответствующим продуктам и услугам. Ничто из описанного в данном материале не может расцениваться как дополнительные гарантии. Заказчики поделились с SAS своими достижениями и результатами в соответствии с условиями договора или после подведения итогов успешного внедрения программного обеспечения SAS. Наименования продуктов являются торговыми марками соответствующих компаний.

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