SAS, the leader in business intelligence, has once again been placed in the leaders' quadrant in Gartner's latest report, the Magic Quadrant for Multi-Channel Campaign Management, 1Q07.
Vendors are judged on two main categories in the Multi-Channel Campaign Management report, namely: ability to execute, which includes an evaluation of the product or service itself, its overall viability, marketing execution and customer experience; and completeness of vision, which incorporates aspects such as market understanding, product strategy, marketing strategy and business model.
According to Gartner: "Leaders consistently out-perform in overall campaign management performance for basic and advanced campaign management, as well as for integration with e-marketing. Leaders have high market visibility, high market penetration, strong market momentum and a strategic vision for growing the campaign management business."
"SAS was judged very highly in this report, helping us to remain in the leaders' quadrant once again. One of our strongest points is definitely our high visibility, as well as strong analytical capability," says Gerrit van Wyngaard, Product Manager at Customer Intelligence SAS South Africa. "Using SAS, it is possible to analyse data in real time, so you can get the right information to the right customers at the right time. You can also benefit from real cost savings, increased response rates and a holistic, unified view of customers."
SAS was also commended for its capabilities for both basic and advanced functionality for campaign management, cross-campaign optimisation, improved workflow capability and above average ratings in segmentation, data mining, predictive analytics and event triggered marketing.
"One of the biggest differentiators between SAS and other enterprise marketing management vendors is that SAS is an integrated platform for enterprise marketing management," van Wyngaard adds. "The campaign management capabilities of SAS are simply a part of our customer intelligence suite, which can handle not only campaign management, but also cross-sell/up-sell, customer retention, customer segmentation, e-mail marketing, event-driven marketing, campaign optimisation, marketing mix analysis, marketing performance management and Web analytics."
Customers worldwide using SAS to support customer initiatives include 1-800-FLOWERS.COM, American Honda Motor Company, DIRECTV, The Dow Chemical Company, First Citizens Bank, Hartford Life, Loyalty Management UK, Swisscom and World Wildlife Fund.
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