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  • 15 October 2012 12:58

Marketing programs muscle for Big Data

SAS high-performance marketing optimisation selects best offer from trillions of options with unprecedented speed, freeing marketingresources, increasing output

The ability to optimise campaigns quickly and against massive data volumes is a hallmark of high-performing marketing organisations. With unprecedented speed SAS® High-Performance Marketing Optimization, from business analytics software provider SAS, a leader in integrated marketing management, applies high-performance analytics to tens of millions of rows of customer data to help chief marketing officers and their teams solve complex business issues such as how to maximise profit, enforce contact policies, and stay within budget.

SAS High-Performance Marketing Optimisation is so fast that organisations can now perform "what-if" analysis in minutes. A marketer with hundreds of campaign offers, thousands of contact policy constraints, and millions of rows of customer records can quantitatively predict the impact of changes in near-real-time. Previously, such scenarios could take hours if not days to run. Now, multiple runs, adjustments, and re-runs can be executed within hours or even minutes.

A company experiencing sudden churn due to a competitor launch or promotion, can now respond quickly and decisively. SAS High-Performance Marketing Optimisation helps companies maintain competitive advantage by using time, money and resources – more effectively.

With SAS High-Performance Marketing Optimisation's ability to handle massive amounts of data, marketers can run complex analytics quickly and efficiently against the entire customer base, not just a sample, thus avoiding skewed returns often associated with running optimisation against smaller selections of data.

"Marketers seeking to develop dynamic personalised marketing, must increasingly factor in a staggering number of variables and constraints, such as budgets, contact preferences, channel capacities and policies," said Des Viranna, Principal, Business Analytics Advisory at SAS Australia and New Zealand. "By accelerating these complex optimisation efforts from days and hours to mere minutes – not just on samples but entire data sets – SAS helps businesses analyse, test and implement the best decisions to meet ROI objectives."

SAS High-Performance Marketing Optimisation offers the ability to: • Rapidly optimise massive volumes of customer data. • Quickly solve complex optimisation challenges. • Run optimisations against the entire set of customer data, not just a sample or control group. • Integrate with SAS High-Performance Analytics – massive amounts of customer data are distributed, optimised and returned in an easy and efficient fashion.

SAS High-Performance Marketing Optimization is the first marketing solution to join the SAS High-Performance Analytics product family and was announced at the company’s Premier Business Leadership Series event in Las Vegas last week. It joins other offerings for analytics, retail, risk management and data visualisation uses.

The Premier Business Leadership Series events are thought-leadership conferences presented by SAS that bring together senior-level attendees from the public and private sectors to share ideas on critical business issues.

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