SAS Launches Customer Analytics Tool

US-based business intelligence and analytical software giant SAS has launched a new tool, 'SAS for Customer Experience Analytics', through an agreement with UK-based firm Speed-Trap, which uses Web 2.0 technology to deliver online customer insight.

The solution captures real-time data about customer web behaviour and integrates it with data from other channels such as call-center information or point-of-purchase history.

Applying analytics to this combined data enables clients to identify customers that prefer to research online and purchase offline, while determining which campaigns were most successful in acquiring customers who turn out to be loyal and profitable.

These pre-built analytics are included to help marketers project whether or not specific business goals will be met in the future, based on the performance drivers and metrics of a current marketing campaign.

'Companies are increasingly recognizing that only looking at past activity on your web site is no longer enough,' says General Manager Jeff Levitan. 'More marketers are applying forward-looking analytics to identify what aspects of the web site influence customer behavior and outcomes, and for forecasting future trends.'

The new tool was developed using patented Dynamic Collection technology from Speed-Trap, and its data collection system has been built into SAS' existing Enterprise Intelligence Platform.

Malcolm Duckett, VP Marketing at Speed-Trap adds: 'Marketers want to understand who is actually visiting their websites and each individual's intent and actions. We see the combination of our technology and SAS' business intelligence experience as an ideal match to produce the in-depth customer insight that so many organizations are lacking.'

Web sites: www.sas.com and www.speed-trap.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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