SAS Campaign Management for Telecommunications

Maximize customer profitability through more effective communications

As the telecommunications marketplace grows more competitive with each passing day, the need to effectively establish and grow profitable customer relationships increases as well. With annual churn rates hovering at more than 30 percent in some regions and the cost of acquiring new customers rising all the time, bottomline value is constantly being eroded. To succeed, telecommunications companies must not only improve their ability to retain profitable customers, but find new ways to maximize customer profitability over the life of each customer relationship. To accomplish these objectives, marketers require more precise segmentation and more frequent and sophisticated communications than ever beforecommunications that involve multiple stages and span multiple channelsfrom radio and television to direct mail, telemarketing, e-mail and the Web. But many marketers are finding that limitations in their campaign management technology are hampering their ability to implement the complex, agile customer communication strategies that todays marketplace realities demand. Gathering and optimally structuring mountains of disparate customer data, as well as tailoring analytic models to unique customer challenges, are additional hurdles facing telecommunications marketing organizations, often requiring IT resources that are difficult to spare. Given so many obstacles and such high stakes, how can you improve the efficiency of your marketing efforts and ensure that the right offer reaches the right person at the right time? SAS has the answer.

Comprehensive campaign management

By fully integrating SAS softwares powerful customer analytics with industry-leading campaign management technology, SAS Campaign Management for Telecommunications, a component of SAS Telecommunications Intelligence Solutions, enables you to gain a complete picture of your customers, automate complex marketing campaigns and increase both their efficiency and profitability. SAS Campaign Management for Telecommunications combines marketing analytics and campaign management in a predefined telecommunications data environment, which quickly provides highly targeted marketing campaign selections and response recognition rules for retention, loyalty, customer acquisition, development, activation and reactivation. Key features include: Integration between prebuilt telecommunications analytic models and campaign management processes, which maximizes the value of your most current customer and campaign information, providing reliable and timely knowledge to maximize campaign returns.

 Detailed documentation of best practice campaign templates. Campaign template documentation is available for customer acquisition, development (cross-sell and up-sell), re-activation (win-back) and churn management. In-depth campaign management functions that enable you to optimize campaigns and channels by automatically tracking each campaign element. Integrated prioritization and scheduling for complex, multichannel, multistage campaigns. Efficient selection, screening and filtering of internal and purchased contact lists to produce clean, nonduplicated target lists, without reliance on the IT group. Coordination and optimization of outbound and inbound communications over multiple channels for hundreds of thousands or hundreds of millions of customers. The ability to create, deliver and track high-volume, opt-in, personalized e-mail marketing campaigns based on a thorough understanding of the customer. Dynamic response handling to automatically update customer contact history, response tracking and analytic processes.

Tracking of hard responses (purchase decisions) and soft responses (subtle changes or trends in user behavior), recorded through conventional channels or e-media. Automatic updates to the central customer data warehouse of customer contact history, response history and analytic results.

In addition to SAS Campaign Management for Telecommunications, SAS Telecommunications Intelligence Solutions also include: SAS Strategic Performance Management for Telecommunications. SAS Customer Segmentation for Telecommunications. SAS Customer Profitability for Telecommunications. SAS Customer Retention for Telecommunications. SAS Cross-Sell and Up-Sell for Telecommunications. SAS Payment Risk for Telecommunications. SAS Revenue Assurance for Telecommunications.

Part of an integrated suite of solutions

SAS Campaign Management for Telecommunications is just one component of SAS Telecommunications Intelligence Solutions, which combine SAS industry-leading technology in analytics, data warehousing, performance management and campaign planning and execution with telecommunications-specific modelsall based on decades of industry experience and integrated through an enterprise data architecture that is optimized for the needs of telecommunications companies. This data architecturethe most open environment on the market todayintegrates information from every source within your organization and enables you to respond quickly to changing business needs.

About SAS
SAS is the leader in business intelligence software and services. Customers at 40,000 sites use SAS software to manage and gain insights from vast amounts of data, resulting in faster, more accurate business decisions; more profitable relationships with customers and suppliers; compliance with governmental regulations; research breakthroughs; and better products. Only SAS offers leading data integration, intelligence storage, advanced analytics and traditional business intelligence applications within a comprehensive enterprise intelligence platform. Since 1976, SAS has been giving customers around the world The Power to Know. Visit us online at www.sas.com.

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