3 ways to increase marketing response rates using SAS


Jenn Chase and Matt FulkI have the good privilege to work with colleagues that represent all the best qualities of data-driven marketers. Jenn Chase and Matt Fulk lead our Marketing Services team, which has collaborated with me and my peers in dramatically improving our marketing results by using our own Customer Intelligence solutions.

This "drinking our own champagne" story has garnered attention outside of SAS, and one such article was published on December 11, 2013 on the Plotting Success Blog by Software Advice.

The post was part of their series highlighting how software vendors use their own systems internally, and in this case focusing on how SAS uses SAS Customer Intelligence to increase marketing response rates 3 ways:

  1. Locate and remove conversion barriers.
  2. Create high-performing outbound email lists.
  3. Improve lead scoring to determine sales readiness.

The screen-shot below is part of Software Advice's original post, which has a great deal more detail. Check it out for an in-depth view of how SAS® Customer Experience Analytics has helped make lead nurturing more intelligent and easier to manage.

This screenshot shows an example of how SAS engages in lead nurturing using customer experience analytics.

Example lead analysis showing leads by date and status and conversions by month.

I hope you've found this account helpful to envision how your customers' behavior on your website can inform your strategy for engaging with them.

Please leave a comment to let us know what you think.


About Author

John Balla

Principal Marketing Strategist

Hi, I'm John Balla - a Digital Marketing Principal here at SAS focused on Content Strategy. I co-founded the SAS Customer Intelligence blog and served as Editor for five years. I like to find and share content and experiences that open doors, answer questions and maybe even challenge assumptions so better questions can be asked. Outside of work I stay busy with my wife and I keeping up with my 2 awesome college-age kids, volunteering for the Boy Scouts, keeping my garden green, striving for green living, expressing myself with puns, and making my own café con leche every morning. I’ve lived and worked on 3 contents and can communicate fluently in Spanish, Portuguese, Hungarian and passable English. Prior to SAS, my experience in marketing ranges from Fortune 100 companies to co-founding two start ups. I studied economics at the University of Illinois at Urbana-Champaign and got an MBA from Georgetown. Follow me on Twitter. Connect with me on LinkedIn.

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