Vodafone Australia Selects SAS Marketing Optimization Software

SAS said that it will provide Vodafone (News - Alert) Australia with SAS Marketing Optimization software to enhance marketing campaigns through analytics and optimization techniques.

 

Vodafone currently targets its customers with direct mail campaigns. However, company officials said that the increasingly inadequate contact strategy led the company to seek an advanced campaign optimization solution.

 

“We decided to switch to an intelligent solution because of how long it took to manually process information we needed,” said Cahyadi Poernomo, head of analytics and campaign intelligence at Vodafone Australia. “As the number of campaigns grew and became more integrated, our capabilities became impracticable.”

 

SAS (News - Alert) is used throughout the Vodafone group for modeling and predictive analytics from applications such as customer relationship management (CRM) through to the resource management of their IT services.

 

With SAS Marketing Optimization, Vodafone can collect and analyze statistics to calculate “precisely” which elements of the marketing campaigns succeed. Also, SAS solution provides “up-to-the minute” information.

 

The information reveals which channels are effective in a given situation, which customers to target, and overall campaign effectiveness. Using the analyses, SAS officials said that company can optimize future campaign design and execution for improved return.

 

Poernomo said that by implementing SAS, the company estimated that it could “significantly” improve return for marketing campaigns, while increasing customer satisfaction by eliminating uncoordinated or conflicting marketing communications.

 

“SAS fits all our selection criteria,” he said, adding that the tool had good capabilities and fit the current structure and systems. 

 

“One of the main benefits that SAS provided was its peoples’ knowledge and experience. It was very advantageous for us to have on board experts in implementing similar solutions worldwide,” said Poernomo.

 

SAS is a provider of business analytics software and services, and a prominent vendor in the business intelligence market.

 

Company also announced that BGF has turned to SAS. BGF is a manufacturer of woven and non-woven materials made from glass, carbon and other strong, heat-resistant fibers. Using SAS, company’s early-warning system keeps product quality high and customers happy.  

 

“The early-warning system we built with SAS allowed us to go from nothing to everything,” said Bobby Hull, a systems analyst at BGF. “SAS allows us to focus away from clerical tasks to focus on the quality and process side of the job.”