Acquisition will allow SAS to add individualized behavior tracking to its Interaction Management product suite.
SAS Institute Inc. added to its analytical CRM offerings Monday with the acquisition of certain assets of Verbind Inc., a SAS partner that develops behavioral analysis and event triggering software.
The acquisition will give SAS, of Lexington, Mass., Verbinds LifeTime software, which will add individualized behavior tracking over time to SASs Interaction Management product suite, SAS officials, in Cary, N.C., said.
SASs Marketing Automation application already includes time and transaction-based event triggers. The new capabilities will allow users of the software to determinein real timewhich changes in customer behavior are significant and to identify, across multiple channels, when those changes will occur, officials said.
Companies using SAS Interaction Management with the Verbind technology will be able to evaluate every customer interaction in its own context rather than relying on business rules engines, and market to customers accordingly, according to SAS officials.
Jim Goodnight, SASs president and CEO, said in a statement that SAS was taking analytical CRM to a "new level of sophistication" with the acquisition.
"Not only are we delivering the world-class customer intelligence that has been SASs hallmark for more than a quarter-century, but we are also providing a robust framework for organizations to leverage this intelligence in real-time to drive effective decision-making throughout the enterprise," Goodnight said.
Terms of the acquisition were not disclosed.