Complex Made Simple

Gartner names SAS a ‘Leader’

SAS’ Multichannel Campaign Management solutions register Dhs1.5bn global revenue in 2014

Multi-channel customer communication strategy is one of the trending topics within the regional and global marketing community. As customers experience brands across a variety of channels, marketers must understand how they behave every touch point.

SAS helps organizations in the Middle East to integrate traditional and emerging channels to create consistent customer experiences. For the 9th consecutive year, Gartner has named SAS a “Leader” in its Magic Quadrant for Multichannel Campaign Management.

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 Dhs1.5bn ($420m) in revenue globally.

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.

“We at SAS are always striving hard to deliver the most integrated solutions that provide maximum value to our regional customers across different channels. With leading customer-centric organizations in the region looking to enhance customer experience and profitability, SAS streamlines integration, reduces data duplication and improves the services required from enterprise marketing software providers,” said Shukri Dabaghi, SAS’ Regional Director for the Middle East and Francophone Africa. “Recognized as a Leader by Gartner in its Magic Quadrant report, this has strengthened our commitment in creating best-fit solutions for businesses to improve decision making capabilities,” he added.

In addition, SAS has been assisting many leading banks and telecom operators in the Middle East to achieve multi-channel experience through SAS® Customer Intelligence solution. This solution serves all customer communication needs from inbound to outbound in optimized manner, including effectively leverages analytical insights.

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 said: “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,” he added.