SAS is once again a proud sponsor of the eMetrics Marketing Optimization conference, happening in New York City on October 19-21, 2011.

One of the ways to participate in eMetrics that we have found the most engaging is by hosting a “Marketing Lab.” Marketing Labs are designed to allow the conference attendees to focus on case studies for applied technologies as effective solutions to business problems.

The SAS Marketing Lab features the digital marketing agency Organic, describing the key role that customer analytics plays in improving marketing strategy.  Organic’s Director of Advanced Analytics, Jonathan Prantner, will detail how Organic uses customer analytics to help their client Pulte Homes measure the impact of marketing on customers' awareness and consideration. Using Organic's Consideration of Brand Index (COBI), Pulte is able to:

• Correlate their monthly COBI scores and the monthly volume of qualified prospects,
• Gain insight into what marketing vehicles "moved the needle," and
• Validate investments in social media and online advertising as part of its ongoing marketing strategy.

Jonathan will be joined by Ian Wild, National Research Director for Pulte Group.  This Marketing Lab takes place on Wednesday, October 19, 2011 at  3:30 – 4:10 p.m. in the Sutton South room.   Please also join us that same evening for the SAS-sponsored Web Analytics Wednesday reception, starting at 6:00pm.

eMetrics is part of Data-Driven Business Week in New York City, which also includes Predictive Analytics World and Text Analytics World, two events we’re also proud to sponsor.  We hope to see you in New York!