Cary, North Carolina-based
SAS has introduced Marketing Mix Advisor, a tool to help "marketers faced with countless choices among media and marketing channels to determine the right investment mix" by "analyzing, predicting and optimizing" the mix of advertising and promotions.
The product offers data "from marketing mix models in a dynamic form that generates dashboards and Web reports as data updates occur," helping marketers "calculate the effects of specific tactics across business units, product lines, geographies, channels and time horizons."
The hosted product is pitched as a planning and forecasting tool to help "calculate the effects of marketing tactics across business units, brands, geographies and channels." SAS officials say it consolidates all media and promotions analysis in one location, offering prebuilt reports "for performance assessment across an organization’s media mix."
Kimberly Collins, managing vice president, CRM, at Gartner Research, noted that understanding how to best allocate marketing resources is "one of the biggest challenges for organizations today. Companies that can figure out the optimal allocation of their marketing mix – and how to do it more frequently and accurately – will be a step ahead.”
Saying they're "simplifying interactions with marketing mix data and models," SAS officials say Marketing Mix Advisor identifies opportunities to increase profit through improved ROI on existing investments in marketing and research projects and improves collaboration and consistency of analysis across business units, brands, categories and geographies.
In March
TMC reported that SAS announced help for marketing campaigns looking to deliver "maximum return on increasingly limited investment with minimal technology support," according to company officials: a new Internet-based software product.
SAS Campaign Management, already offered as licensed software or a custom-hosted product, added a preconfigured version for rapid creation, modification and management of marketing campaigns, "ranging from simple to sophisticated, multichannel efforts," company officials say.
