|[September 17, 2012]
Global Telcos Put SAS® Customer Link Analytics on Speed Dial
CARY, N.C. --(Business Wire)--
Communications service providers (CSPs) must improve customer experience
if they are to overcome fierce competition and boost business
performance. Data-rich CSPs have found a powerful ally in SAS®
analytics for targeting the best audience for their marketing
Customer Link Analytics - comprising SAS (News - Alert) analytics, visualization,
dashboards and reports - improves customer acquisition, retention,
cross-sell and up-sell. Visualizing social connections among customers
enables CSPs to quickly differentiate influential leaders and their
followers. Using SAS, from the leader in business
analytics software and services, organizations can better segment
their markets; determine how and when to target influencers; and test
new campaigns, products and services.
"Early adopters who are socially engaged wield enormous influence over
others' purchasing decisions," said Ken King, Director of SAS Telco and
Media Convergence (News - Alert). "SAS Customer Link Analytics has proven invaluable in
identifying these crucial customers and undrstanding what they like.
Assessing leaders' needs helps marketers adapt more quickly to changing
preferences and market dynamics. For example, by offering trials to
'leader' segments, companies can observe how quickly their influence
spreads, measuring and managing the success of offers earlier than
Communications industry leaders fuel marketing strategy improvements
Beyond behavior analysis, SAS helps companies understand community
relationships and activities related to their products and services.
Examples of telecommunications companies using SAS Customer Link
Analytics are Claro in Brazil and in Chile, Comunicación Celular in
Colombia, Telecom Italia (News - Alert) in Italy, and Orascom in Tunisia. SAS Customer
Link Analytics is also used by telecommunications companies in
Argentina, Australia, Greece, India, Japan, the Philippines, Turkey,
Romania and the US.
"Claro (News - Alert) Chile marketing and customer service efforts are more effective,
now that we use SAS Customer Link Analytics to identify and segment
leaders and followers in user communities," said Lucita Marquez, Head of
Business Intelligence of Claro Chile, a subsidiary of América Móvil (News - Alert), the
third-largest operator of telecommunications in the world and the
largest in Latin America. "With SAS, we are improving customer
acquisition, loyalty and retention."
"As a mobile operator serving a large customer base in a very
competitive market, microclustering helps us direct the most suitable
offers to customers through the most effective channel of contact," said
Elisabetta Ripa, Director of Mobile Consumer Market for Telecom Italia.
"SAS Customer Link Analytics helps us understand the behavior of our
customers and the relationships among them, so we can maximize the
results of our CRM retention and up-selling efforts."
SAS Customer Link Analytics can be customized to meet company-specific
needs to give a relevant, detailed understanding of network
relationships from the supply chain to consumers. Only SAS provides a
full suite of customer
intelligence solutions fueled by the world's best analytics,
delivering the power to find the most profitable growth opportunities,
take the best marketing actions and maximize cross-business impact.
SAS is the leader in business
analytics software and services, and the largest independent vendor
in the business intelligence market. Through innovative solutions, SAS
helps customers at more than 60,000 sites improve performance and
deliver value by making better decisions faster. Since 1976 SAS has been
giving customers around the world THE POWER TO KNOW®.
SAS and all other SAS Institute Inc. product or service names are
registered trademarks or trademarks of SAS Institute Inc. in the USA and
other countries. ® indicates USA registration. Other brand and product
names are trademarks of their respective companies. Copyright © 2012 SAS
Institute Inc. All rights reserved.
[ Back To TMCnet.com's Homepage ]