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Market leader in analytical CRM adds campaign management to arsenal

SAS Institute, the world's leading vendor of analytical customer relationship management (CRM) solutions, today announced that it has acquired the business of Intrinsic, a UK-based campaign management software vendor, for an undisclosed sum. Intrinsic employees will be offered employment with SAS.

The acquisition follows a successful partnership through which SAS and Intrinsic developed the end-to-end SAS Solution for Enterprise Marketing Automation (EMA). The partnership was announced in June 2000, when SAS made an investment of £4 million (US$5.78 million) in Intrinsic.

"We recently announced a strategy to begin acquiring technology that complements our solutions when it will help us bring those solutions to market more quickly," explained Dr. Jim Goodnight, SAS president and CEO. "Our initial partnership with Intrinsic proved that we can be very successful offering an end-to-end analytic CRM solution. We see great potential for growth in this sector and the acquisition of Intrinsic ensures the continued success of our Enterprise Marketing Automation solution."

The combination of award-winning data warehousing and data mining with state-of-the-art campaign management powers the first integrated solution for total marketing automation. Marketers now have the ability to control, from their desktops, all aspects of a marketing campaign from start to finish. In addition, the solution dramatically improves the process by eliminating unproductive marketing activities and automating essential tasks associated with campaign management, communications and reporting. The SAS Solution for EMA helps companies increase customer retention, reduce costs and improve return on investment through faster campaign execution, improved targeting accuracy using SAS analytics and the ability to apply results of one campaign to the refinement of the next one.

"The acquisition of Intrinsic (one of the leading European campaign management tools) by SAS, one of the world's leading data mining vendors should enable the creation of a compelling enterprise marketing automation solution." said Gareth Herschel, Gartner Analyst, CRM and Business Technology.

"We are really excited about the opportunity to build on our existing successful relationship with SAS," said Shaun Doyle of Intrinsic. "The acquisition of Intrinsic by SAS means that we will now have available to us the full global resource of one of the world's leading software vendors. This will mean improved solutions for our customers and will allow more organisations to benefit from SAS' EMA solution, which incorporates Intrinsic's campaign management technology."

"As a long-standing joint existing customer of both Intrinsic and SAS, Direct Line is looking forward to consolidating its relationship with SAS as its new, single supplier," said Jim Wallace, marketing director for Direct Line. "The acquisition is a natural progression for Intrinsic from its current partner relationship with SAS."

About Intrinsic

Intrinsic is an Enterprise Marketing Automation specialist that helps companies enhance their relationships with their customers through improved co-ordination and targeting of in- and out-bound marketing communications over multiple channels such as call centres, e-mail and direct mail. The company was founded in 1993 and grew rapidly to become the leading specialist in multi-channel enterprise marketing automation.

About SAS

SAS is the world leader in e-intelligence software and services, enabling its customers to turn raw data - including the vast quantity generated by e-business - into usable knowledge. Software from SAS, the world's largest privately held software company, is used at more than 35,000 business, government and university sites in 110 countries. For more information, visit

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