SAS, a provider of business analytics software and services, has introduced Customer Link Analytics software, which comprises of SAS analytics, visualization, dashboards and reports.
The company claims that the new offering allows decision makers to leverage previously unknown connections between leaders, followers and others in social communities. A further extension of its Analytics offerings, SAS social network analysis technology enables SAS Customer Link Analytics.
According to SAS, the Customer Link Analytics software incorporates role-based variables into segmentation models and helps marketers to create campaigns, reduce customer attrition and make messages more relevant.
The new offering allows users to transform social network insights into action with complementary offerings, including marketing automation, marketing optimisation, and real-time decision manager, the company claimed.
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Ken King, director of telco and media convergence at SAS, said: “Communications service providers need to better understand how customers are using their products and making buying decisions. Marketers knew some customers had significant influence over others, but now, with SAS Customer Link Analytics, they can finally quantify that influence and leverage those insights for competitive advantage.”
