What is SAS Marketing Automation and how does it function? SAS Marketing Automation is a solution for managing marketing campaigns that helps marketing teams define market segments and efficiently develop and oversee targeted marketing campaigns. It is part of the SAS Customer Intelligence portfolio and can be installed on-premises or accessed through the SAS OnDemand cloud service. The core of Marketing Automation involves grouping market segments and identifying profitable customers using analytical tools. These tools also allow for testing campaigns and tracking demographic and individual responsiveness. Ultimately, SAS Marketing Automation ensures that marketing efforts are focused on profitable and responsive customers, preventing wastage of resources. It can utilize data from other SAS programs and includes features for customer intelligence and integrated digital marketing for personalized customer interactions. Additionally, it provides tools for managing campaigns within complex organizations, such as automated review and sign-off tools and web interfaces for remote personnel to respond to emails and calls from the call center.
