SAS Forms Marketing Automation Practice

Practice is designed to help SAS better support its marketing automation software customers.

SAS Institute Inc. announced Monday the formation of a Marketing & Customer Analytics practice in its SAS Americas division. The new practice consists of sales, application analysis and pre-sales support, customer installation and implementation services, and business and partnership development, according to SAS officials in Cary, N.C.

The practice is designed to help SAS better support customers of its marketing automation software, according to David Macdonald, who will be the director of the new practice.

"No one can match SAS ability to seamlessly integrate analytical, multi-dimensional and campaign data and turn the derived customer intelligence into effective, profitable, marketing campaigns," said Macdonald in a statement. "The formation of the Marketing & Customer Analytics Practice provides us with the foundation to support our customers and ensure their success."

SAS entered the marketing automation space when it acquired marketing campaign management software developer Intrinsic Ltd. in March 2001 and renamed the companys flagship software SAS Enterprise Marketing Automation (EMA). SAS has 40 installations of the software in place around the globe, officials said.

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