SAS Institute has announced the world availability of SAS Marketing Automation 4, a customer intelligence software solution, based on SAS 9 Intelligence Platform. The announcement was made less than 45 days after this platform release.
Jim Davis, Senior Vice President and Chief Marketing Officer at SAS explained that SAS focus, while developing SAS 9 platform and the solutions that run on it, was on extensibility. With SAS Marketing Automation our customers do not have to re-engineer their business processes to fit their software. Rather, our solution helps them overcome key business and technical challenges while leveraging existing technology investments. Besides, claims to be designed to address the key areas of managing marketing processes, empowering marketers and integrating across the enterprise, and therefore, reduce the time and resources required for IT to deliver vital information to marketing.
SAS Institute point as a key differentiator in its Marketing Automation solution the fact of organisations benefiting from SAS database-marketing capabilities, built into the open SAS Intelligence Platform. This provides interoperability with existing infrastructures, other SAS solutions and other operational platforms. SAS open system lets organisations fine-tune the analytic engine to include their own insights about their customer behaviours, incorporate internal best practices and leverage existing IT investments, such as data warehouses and CRM systems.
Bob Blumstein, director of research for CRM analytics and marketing applications at IDC Research believes that with enhancements that include marketer-friendly campaign development and analytics, SAS Marketing Automation 4 provides organizations with a strong, well-rounded solution that marketing professionals can leverage to maximize value and return from their efforts .
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