Leading analyst firm distinguishes between core analytics and predictive analytics; SAS delivers both via Customer Intelligence solutions built on enterprise intelligence platform
CARY, N.C. (Sept. 14, 2005) – Leading IT market research and advisory firm IDC has recognized SAS as the largest predictive analytics vendor in CRM per its most recent study, “Worldwide CRM Analytic Applications 2004 Vendor Shares: Strength and Churn” (IDC # 33866, August 2005). In its study, which presents market sizing and market share positioning for CRM analytics from 2002 to 2004, IDC clearly delineated the CRM analytics market into two major segments: core analytics and predictive analytics.
“SAS applauds IDC for distinguishing between core analytics and predictive analytics in its annual CRM analytics market study,” said Jim Davis, chief marketing officer at SAS. “Core analytics are essential for understanding where an organization has been. Predictive analytics tell an organization where it should go next by providing actionable intelligence. SAS has long stressed that predictive analytics are key to any successful CRM strategy.”
IDC categorizes core analytics as being used to “define or analyze a current or past state and consist of both tools and packaged applications that compute frequencies, cross-tabs, and query and reporting cubes. These analytics correspond to the following IDC functional markets: query, reporting, and analysis, packaged data marts, and analytic applications using these functions or technologies.”
IDC defines predictive analytics as including “all analytics, both tools and packaged applications, more complex in their mathematics than core analytics. Predictive analytics are used to determine the probable future outcome of an event or the likelihood of a current state where it is unknown. These analytics include data mining, clustering, decision trees, market basket analysis, regression modeling, neural nets, genetic algorithms, text mining, hypothesis testing, decision analytics, and so on. Predictive analytics may also include or be linked with a scoring capability. These correspond to advanced analytics in the following IDC functional markets: data mining and technical data analysis as well as analytic applications using the preceding described functions.”
“SAS Institute grew by 25.8% in 2004 and stands by a wide margin as the largest predictive analytics player in CRM, ” said Robert Blumstein, research director, CRM Analytics and Marketing Applications at IDC. “Its offerings emphasize optimization over reporting but with increasingly accessible graphics that non-rocket scientists can readily understand and employ. To this purpose SAS Marketing Optimization is built on the SAS9 Enterprise Intelligence Platform.”
SAS®9 provides an open and extensible Enterprise Intelligence Platform that serves as the foundation for creating and delivering accurate, in-depth intelligence. The SAS Customer Intelligence solutions are built on the SAS Enterprise Intelligence Platform and can be extended, customized and integrated with other SAS and non-SAS applications to deliver new solutions and meet unique business requirements.
About SAS
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 about 40,000 sites — including 96 of the top 100 companies on the FORTUNE Global 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 nearly three decades, SAS has been giving customers around the world The Power to Know ®.
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