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By Dennis Callaghan  |  Posted 2003-06-19 Print this article Print

A wizard-driven environment allows users to define customer segments and target audience definitions using the combination of analytic techniques, business rules and visualization, SAS officials said. The application presents descriptive and predictive techniques in a business setting, they said. It includes a segmentation management application that allows marketers to visually track segments over time to show how certain factors, such as changes in market conditions, life events, or marketing campaigns, affect customer migration through segments.
SAS also announced a new Marketing Optimization to improve the targeting of marketing campaigns. It evaluates multiple direct marketing campaigns simultaneously to show which products or services should be marketed to which customers. It combines mathematical optimization and user-defined constraint modeling to take into account all potential offers across resource constraints, such as budget and call center capacity, to select the best combination of offers for individual customers, increasing marketers control over campaigns, SAS officials said.
Along the same lines, as previously reported by eWEEK, SAS announced Interaction Management 1.1, for tracking customer behavior and delivering appropriate marketing messages and offers to customers based on that behavior. In addition, SAS announced Activity-Based Management 6.0, based on the Oros technology it acquired from ABC Technologies Inc. last year. This software provides cost and profitability analysis of customers, products, services or business processes. This version includes advanced business modeling capabilities, a Web-enabled analysis and reporting interface, and data integration tools to retrieve and transform data from any system. Finally, SAS detailed plans to deliver more solutions to help financial services companies comply with government regulations, following up on its SAS Anti Money Laundering release of last September, which helped companies comply with the USA Patriot Act. The new solutions will focus on fraud, broker surveillance and lending regulations.


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