Call Center Services Featured Article

Meredith Corp Reaches Women through SAS Predictive Analytics

By Calvin Azuri
TMCnet Contributor

SAS Analytics is being used by Meredith Corporation, the largest media and marketing company serving American women, to drive growth. Meredith will be able to improve campaign response and customer retention with SAS (News - Alert) Analytics, as the solution provides a clearer picture of consumer behavior and preferences.  

In a release, Becca Goren, worldwide marketing manager for communications and media at SAS said, “The audience insights from SAS span media assets, so that Meredith can personalize their audience’s experience and improve campaign return on investment. Those business advantages are why eight of the top 10 media companies use SAS Analytics to optimize content and monetization strategies across media channels.”

According to Lynne Bickelhaupt, manager of analytic systems at Meredith, “SAS has been able to address any problem faced by the company irrespective of skill levels. A quick view of critical issues is represented with SAS profiles, graphs and mapping reports. This has been appreciated by marketing executives. With SAS handling data quality and data manipulation, database marketing managers are able to focus on analysis.”

More and better-targeted campaigns can be executed by marketers with Analytics. This can be done at a lower cost and with less effort. Meredith is also able to understand their audience across multiple channels.

SAS identifies customer segment groups to match offers and approaches with customer needs and wants. This is based on transaction detail, demographics, psychographics, interests, trigger events and promotion history. Meredith’s Teradata (News - Alert) warehouse is used by SAS for aggregating and transforming that data for analysis.

Near-real-time capability is provided to Meredith by SAS to determine which marketing activities work best for individual customers. This is done by combining the online and offline data. Return on investment for online versus traditional channels can be also analyzed by Meredith using SAS. Apart from cutting costs, this also improves marketing performance.