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-Speeds campaign ROI for credit card services, telecommunications and insurance-

SAS Institute, the market leader in analytical CRM and data warehousing, today announced three new enterprise marketing automation (EMA) software solutions for the credit card, telecommunications, and insurance industries. In these highly competitive industries where products can be copied in days and service can not be used to achieve differentiation, the only thing organisations have to create and sustain competitive advantage is customer intelligence.

The new customer relationship management (CRM) solutions significantly reduce the time organisations in these industries need to create and act upon customer intelligence. They reduce campaign deployment times, improve campaign return on investment and increase customer profitability.

Implementation time is expected to be as low as three months - compared with the industry norm of six months for EMA solutions - thanks to industry-specific, pre-defined features. After deployment, companies can modify and extend the pre-defined models as well as create their own models. Marketers quickly gain understanding of customer needs and preferences and automate campaigns that reduce attrition and increase customer profitability.

"Analytics incorporated into EMA solutions are essential for optimising customer interactions and enhancing the customer's relationship with an organisation," said Gabriele Dobenecker, a program director with META Group. "Companies that provide a tight integration of sophisticated analytics and EMA functionality give organisations a head-start in customer intimacy."

"SAS is distinct in its ability to cut through the complexities of global corporations like ours running massive client databases on multiple platforms and needing to integrate that data from disparate sources," said Shaun Coyne, chief technical officer at GE Capital Real Estate. "The SAS Solution for EMA helped us improve net income by controlling costs of customer acquisition and risk through more intelligent targeted marketing. SAS' new industry solutions are good news for companies that need to jump-start their CRM program and improve campaign effectiveness."

Companies in highly competitive industries like credit card, telecommunications and insurance need to maximise payback on expensive marketing campaigns. By integrating customer analytics with campaign management, they reduce the margin of error and speed ROI. The SAS Solutions for EMA automatically feed customer intelligence from analytical CRM technology into a campaign management front-end through which campaigns are executed.

Basing campaigns on up-to-date customer intelligence means that companies reduce implementation cycles and improve campaign profitability by reaching customers with the right message at the right time. Automation is particularly valuable in complex multi-channel campaign environments, where marketing departments are often expected to perform exponentially higher numbers of campaigns with no increase in resources. Companies will appreciate that SAS for EMA is also a highly scalable and integrated solution. This eliminates the risks and costs of integrating, maintaining, and upgrading multiple software products.

"Integrated solutions speed implementation of campaigns. In the highly competitive financial services market, the quicker you can get customer intelligence together and act on it, the sooner you can serve your customer - before a competitor does," added Coyne. "We appreciate working with this global vendor of strong, dependable CRM solutions. SAS for EMA allows us to roll out a consistent global marketing strategy that's helping us meet corporate revenue objectives to grow GE Capital."

"Nothing equips decision makers better than access to knowledge. SAS customers have seen that the intelligence derived from a single, comprehensive customer view shortens campaign cycles, improves response rates, ensures higher customer satisfaction, and results in higher customer profitability," said Jim Davis, senior vice president and chief marketing officer at SAS. "The new industry solutions for EMA deliver state-of-the-art customer analytics and campaign management to get companies in the race, but it's the resulting customer intelligence that wins the race for them."

Industry Solutions for EMA

The foundation for all three industry solutions for EMA is SAS' award-winning campaign management, data warehousing and data mining software. The common architecture covers data storage and data mining models that deliver intelligence on customer behaviour and allow for accurate customer segmentation campaign execution and campaign reporting. These new applications can be implemented quickly because they include standard industry data models, as well as predefined industry-specific campaign templates, behavioural models and business reports, all built upon the best practices in the industry.


SAS expects to distribute the new software solutions through SAS' direct sales channels with first customer shipments in fourth quarter 2001.

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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