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SAS Introduces Customer Link Analytics

March 10, 2010

As consumers interact more frequently through text messaging, calls and online channels, marketers – particularly communications service providers – are 'considering the importance of this social aspect of decision making when developing strategies,' SAS officials believe.


Company officials say, 'simple demographics fall short' for responding to demand for customer insight in such a situation, SAS has introduced SAS Customer Link Analytics.                     

SAS Customer Link Analytics includes SAS analytics, visualization, dashboards and reports, and as company officials explain, 'lets decision makers use previously unknown connections between leaders, followers, and others' in social communities.

'Social network analysis lets communications service providers not only prevent customer churn, but also personalize marketing messages for greater cross-selling and up-selling opportunities,' said Jon Paisner, Senior Analyst, Yankee Group. 

Late last year, TMC reported that with consumer debt at an all-time high, financial institutions are reportedly being pressured to reclaim unpaid debt to rebuild cash reserves in a tightening market. “Financial services institutions must re-gear their analytic techniques to adapt to a new playing field,” said Brian Riley, research director of bank cards at TowerGroup: “Rising unemployment, coupled with a protracted recession and increased credit costs make existing tools obsolete. Successful lenders that apply advanced analytics to optimize their strategies experience particularly strong results.” 

Dr. Carlos Andre Reis Pinheiro, a customer analytics expert at the School of Computing, Dublin City University, said SAS Customer Link Analytics would be a tool for 'revealing customers' influence in virtual communities inside telecom networks.' 

The product incorporates role-based variables into segmentation models to help marketers create more cost-effective campaigns, reduce customer attrition, and make messages more relevant, company officials say: 'When marketers understand how products and ideas diffuse through social networks, they can determine how and when to target influencers, test campaigns and introduce new products and services.' 

Communications service providers 'need to better understand how customers are using their products and making buying decisions,' said Ken King, Director of SAS Telco and Media Convergence, noting that although marketers knew some customers had significant influence over others, 'with SAS Customer Link Analytics, they can finally quantify that influence and leverage those insights for competitive advantage.'

David Sims is a contributing editor for ContactCenterSolutions. To read more of David’s articles, please visit his columnist page. He also blogs for ContactCenterSolutions here.

Edited by Stefania Viscusi



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