Oct., 2002 – How can you consistently beat your profitability goals – and your competitors? On the surface, it’s not that complicated. Just understand your customers better and faster than anyone else, and use that knowledge to target them more effectively than anyone else.
If only it were that simple. Unfortunately, while information about customers is plentiful, actionable customer intelligence often remains elusive. Customer data pours in from every conceivable channel. Assembling a coherent picture of customers from all those puzzle pieces – a picture on which you can confidently build a profitable marketing strategy – can be a formidable challenge.
To tackle this challenge, marketing automation solutions must provide three key functions; (i) campaign and customer analysis, (ii) campaign management, and (iii) a consolidated view of the customer through data warehousing.
The most advanced generation of marketing automation technology seamlessly combines these functions to produce a centralized, fully integrated environment for total marketing performance.
Marketers can leverage the breadth of this functionality to maximize campaign returns through the four essential phases of a disciplined marketing process:
- Plan the most effective marketing campaign offers with a top-down strategic focus.
- Target campaign activities to tightly defined customer segments, and manage each segment in a way that fosters improved response.
- Act on those plans in a way that increases campaign velocity, flexibility and return on investment (ROI).
- Learn by measuring campaign results and integrating new knowledge into refined strategies and future campaigns.
View the presentation made by Michael Turney, CRM Program Manager at the October 2002 Marketing Seminar hosted by Insurance-Canada.ca. Michael can be contacted for more information at [email protected].
SAS is the market leader in providing a new generation of business intelligence software and services that create true enterprise intelligence. SAS solutions are used at more than 38,000 sites – including 98 of the top 100 businesses on the Fortune 500 – to develop more profitable relationships with customers and suppliers; to enable better, more accurate and informed decisions; and to drive organizations forward. SAS is the only vendor that completely integrates leading data warehousing, analytics and traditional BI applications to create intelligence from massive amounts of data. For more than 25 years, SAS has been giving customers around the world The Power to Know®. Visit us at www.sas.com.
The Canadian subsidiary of SAS had been in operation for 14 years. Headquartered in Toronto, SAS employs over 167 people across the country at its Vancouver, Calgary, Toronto, Ottawa, and Montreal offices. For more information, visit www.sas.com/canadaTags: Content Marketing, SAS