A Marketer’s Guide to Analytics

Everybody’s talking about customer analytics and how they can help companiesmarket more effectively. But for many marketing professionals today, there’s a gap between theory and execution – and it’s getting wider every day.

This white paper from SAS is designed to give managers and other marketing professionals an introduction to applying analytics to marketing so you can significantly improve outcomes. It explains not only why you need to make this shift to analytically driven marketing strategies and plans, but also how you get started and what kinds of tools you need to develop and execute plans. You’ll learn about building an analytical framework for marketing that will help you:

• Increase response rates, customer loyalty, and ultimately ROI, by contacting the right customers with highly relevant offers and messages.
• Reduce campaign costs by targeting customers most likely to respond.
• Decrease attrition by accurately predicting customers most likely to leave and developing the right proactive campaigns to retain them.
• Deliver the right message by segmenting customers more effectively and better understanding target populations.