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Carnival Cruise Lines Picks SAS for Marketing Automation

April 14, 2008

In a bid to strengthen their customer-focused marketing campaigns and improve communications with their customers, Carnival Cruise Lines has selected SAS Marketing Automation for their predictive analytics.

Using SAS predictive analytics, Carnival Cruise Lines will be able to create and execute more effective customer-focused marketing campaigns as well as improve customer communications, strengthen relationships and increase first-time cruiser bookings.
Working with SAS Marketing Automation, Carnival was able to improve their marketing results by doing away with manual processes and exchanging them with relevant and timely communications with ideal cruisers.

SAS Marketing Automation also provided Carnival with the ability to manage timely, personalized customer communications from one easy to use system.
"We evaluated other software and no other vendor could cut the mustard in analytics and predictive modeling," said Shannon Balliet-Antorcha, Director of Database Marketing and Customer Data Integration at Carnival Cruise Lines. "SAS seems to have the advantage in predictive analytics."

To provide Carnival with enterprise intelligence, the SAS Enterprise Intelligence Platform integrates "individual technology components in the existing information technology infrastructure into a single, unified system" for "an information flow that transcends organizational silos, diverse computing platforms and niche tools - and delivers new insights that drive value for an organization."

Commenting on the company's advantage in the expanding cruiser market, Balliet-Antorcha said, "Customers appreciate Carnival's wide range of vacation choices. More effective marketing campaigns will build brand preference and contribute to filling this new capacity. Using SAS Marketing Automation, we expect a better return on marketing investment."

Stefania Viscusi is an established writer and avid reader. To see more of her articles, please visit Stefania Viscusi’s columnist page.
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