|[May 23, 2014]
SAS Positioned as a "Leader" in Multichannel Campaign Management: Gartner Magic Quadrant
CARY, N.C. --(Business Wire)--
True to its philosophy of adding value for its customers, SAS (News - Alert) invested
25 percent of 2013 revenue (US$3.02 billion) in the research and
development of new and existing products. This included expanding and
Customer Intelligence solutions to help address customers' digital
transformation needs in 2014. SAS' commitment to the market has been
recognized by Gartner (News - Alert) Inc., which named SAS a "Leader" in its new Magic
Quadrant for Multichannel Campaign Management1.
This is the eighth year SAS has been positioned in the Leaders quadrant.
Gartner says leaders "consistently do considerably better in overall
campaign management performance for basic and advanced campaigns, and
for integration with digital marketing." Gartner further describes
leaders as having "high market visibility, high market penetration,
strong market momentum and a strategic vision for growing the campaign
"As multichannel campaign management continues to encompass new social
and digital channels, we feel SAS finds itself positioned nicely to
account for the new and diverse methods by which consumers receive and
respond to marketing messages," said Jonathan Moran, Principal Product
Marketer for SAS Customer Intelligence. "These new channels - whether it
be a markting offer embedded in a mobile app or video or over a social
sharing site - contain valuable data insights that organizations must be
able to analyze and account for when executing multichannel marketing
In April 2014 SAS unveiled the latest version of SAS Customer
Intelligence to help businesses connect data, analytics and data
visualization to become more digitally adept. The updated solution
brings together digital data from more sources faster than ever before.
Quick and easy access to all digital data - social, mobile or e-commerce
- leads to quicker decision making for customer engagement and digital
operations. SAS Customer Intelligence provides marketers with answers in
minutes or seconds and displays reports with graphical clarity using
visual analytics reporting capabilities.
Other new features include:
Enhanced visualization of marketing actions: Intuitive analytics and
interactive data visualizations allow marketers to consider more
scenarios, thus improving quality of decisions and marketing actions.
Besides providing faster answers, it strengthens collaboration and
accountability in the marketing department.
Enriched customer data: Users can now further enrich customer profiles
with social IDs. Where relevant APIs allow the extraction of that
data, marketers can either match customers across various digital
devices and channels or link customer logins, emails, accounts and
other unstructured data to a social ID.
Expanded data sources: Enhancements allow marketers to analyze more
e-commerce data items, such as payment type, shipping cost, tax,
shipping and billing address, and customer comments.
More contextualized multichannel interactions: Marketers can deliver
contextualized content via multiple interactive channels, based on a
single customer action or decision, e.g., when a customer contacts a
call center for a service upgrade. In addition to guiding the agent to
the next best action (such as a discount offer) during the call,
analytics can also determine the best follow-up - say, a thank-you
note displayed on the company's landing page the next time that
1 Gartner Inc. Magic Quadrant for Multichannel Campaign
Management. Adam Sarner, Jennifer Beck, Julie Hopkins. May 21, 2014.
About the Magic Quadrant
Gartner does not endorse any vendor, product or service depicted in its
research publications, and does not advise technology users to select
only those vendors with the highest ratings. Gartner research
publications consist of the opinions of Gartner's research organization
and should not be construed as statements of fact. Gartner disclaims all
warranties, expressed or implied, with respect to this research,
including any warranties of merchantability or fitness for a particular
SAS is the leader in business
analytics software and services, and the largest independent vendor
in the business intelligence market. Through innovative solutions, SAS
helps customers at more than 70,000 sites improve performance and
deliver value by making better decisions faster. Since 1976 SAS has been
giving customers around the world THE POWER TO KNOW®. SAS
and all other SAS Institute Inc. product or service names are registered
trademarks or trademarks of SAS Institute Inc. in the USA and other
countries. ® indicates USA registration. Other brand and product names
are trademarks of their respective companies. Copyright © 2014 SAS
Institute Inc. All rights reserved.
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