In New Delhi: US-based SAS, a business analytics software and services firm, has announced the acquisition of India-headquartered Assetlink, a company engaged in marketing resource management (MRM).
According to the official release, the acquisation, will combine SAS Customer Intelligence offerings with Assetlink's leading marketing resource management solutions into an integrated marketing management platform will make it easier for marketers to plan, create and optimise marketing programs.
The integration of SAS with Assetlink will help those marketing organizations which are increasingly challenged to execute more sophisticated marketing programs while holding staffing levels flat. Assetlink brings needed workflow management across multiple channels to help marketers avoid potential bottlenecks. With Assetlink, SAS helps manage and optimize marketing operations through more efficient asset management, increased measurement capabilities and improved financial reporting.
The acquisition positions SAS as a leader within integrated marketing management (IMM). First described by analyst firm Gartner, IMM refers to an increasingly prevalent strategy of integrating people, processes and technologies.
According to Gartner, by 2014, organizations that develop an integrated marketing strategy will deliver a 50% higher ROMI [Return on Marketing Investment] than those that don't.
"SAS' powerhouse analytics help companies identify areas to improve marketing, build stronger customer relationships and increase profitability. Bottlenecks in budgeting, planning and resource allocation can hinder effective marketing," said Sudipta K Sen, Regional Director South East Asia and CEO & Managing Director SAS Institute
"Combining Assetlink's marketing resource management capabilities with SAS' leading customer intelligence solutions helps organizations identify what's working and what needs improvement. Marketers can be more efficient, while delivering smarter campaigns on a larger scale than would otherwise be possible."
The integration of SAS and Assetlink addresses areas not currently supported by other solutions in the market:
Capability to manage inbound marketing and access real-time analytics, essential for choreographing relevant communications within the call center, website, and mobile and social media channels.
* Advanced analytics, including the ability to predict customer attrition, calculate customer profita bility, and discern topics and sentiment from consumer reviews and complaints.
* Marketing optimization, including the ability to select the best combination of customer, offer and channel to maximize a given business objective, such as profit.
* Data management and cross-channel data integration capabilities portable to any data warehouse platform, essential for a single, accurate view of the customer across all channels.
"Data collected by marketing operations management solutions is a rich source of information," added Chetan Saiya, CEO of Assetlink. "By applying powerful SAS Analytics to the data captured by Assetlink, CMOs and marketing professionals can discover how to get more out of their marketing resources and identify new opportunities from which to wring value."
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