how marketing optimization works?
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Simple example of how marketing optimization worksTRANSCRIPT
Copyright © 2010 SAS Institute Inc. All rights reserved.
How Marketing Optimization Works?More information on how insurers are using SAS Marketing Optimization - http://bit.ly/g9JSDM
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Copyright © 2010, SAS Institute Inc. All rights reserved.
What is Marketing Optimization?
A solution to provides marketers with the ability to maximize economic outcomes by making the most of each individual customer communication.
Users can: Define optimization business objectives Consider the effect of constraints such as budget, channel
capacity, contact policies, and many others. Define alternate scenarios within an optimization project
that have a different set of constraints, marketing costs, business objectives and customer contact policies.
View optimization reports such as an offer, constraint, and optimization objective summary reports.
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Copyright © 2010, SAS Institute Inc. All rights reserved.
A Simple ExampleThe Benefit of Optimization
Customer Home Auto Travel
1 100 120 90
2 50 70 75
3 60 75 65
4 55 80 75
5 75 60 50
6 75 65 60
7 80 70 75
8 65 60 60
9 80 110 75
Expected Values
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Customer Home Auto Travel
1 100 120 90
2 50 70 75
3 60 75 65
4 55 80 75
5 75 60 50
6 75 65 60
7 80 70 75
8 65 60 60
9 80 110 75
Constraints:
1. Each customer must get an offer from at most one campaign
2. Each campaign must target at most three customers
Campaign prioritization = $655
A Simple ExampleCampaign Prioritization
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Customer Home Auto Travel
1 100 120 90
2 50 70 75
3 60 75 65
4 55 80 75
5 75 60 50
6 75 65 60
7 80 70 75
8 65 60 60
9 80 110 75
Constraints:
1. Each customer must get an offer from at most one campaign
2. Each campaign must target at most three customers
A Simple ExampleCustomer Prioritization
Campaign prioritization = $655Customer prioritization = $715
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Customer Home Auto Travel
1 100 120 90
2 50 70 75
3 60 75 65
4 55 80 75
5 75 60 50
6 75 65 60
7 80 70 75
8 65 60 60
9 80 110 75
Constraints:
1. Each customer must get an offer from at most one campaign
2. Each campaign must target at most three customers
A Simple ExampleOptimization
Campaign prioritization = $655Customer prioritization = $715
Optimization = $745
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Copyright © 2010, SAS Institute Inc. All rights reserved.
SAS® Marketing Optimization
What you get with SAS® Marketing Optimization• Optimization Solution• Easy-to-use user interface• Data Integration• SAS Enterprise Guide• Integration with SAS Enterprise
Intelligence Platform• Customized reporting
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Monthly direct mail and telemarketing campaigns
Constraints include a minimum number of customers for each campaign
Optimize on Net Present Value of Profit
Business issue Benefits
Now optimizing on 600 projects
Achieved break-even in 2 months
SAS® Marketing OptimizationInsurance
Customer Case Study
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Copyright © 2010, SAS Institute Inc. All rights reserved.
More Information
Contact information:Stuart Rose, SAS Global Insurance Marketing Manager
e-mail: [email protected]
Blog: http://bit.ly/gvrdAy
Webcast – http://bit.ly/dQbgFo
White Paper – http://bit.ly/eDmMU2
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