Less junk mail from Vodafone, thank to SAS

Stuart Corner
Thursday, 30 October 2008 01:12

IT Industry - Strategy

Vodafone Australia is implementing software from SAS to help it refine and better target its direct mail marketing campaigns.

Vodafone has become the first telco in Australia to adopt the SAS Marketing Optimization software to "enhance marketing campaigns through advanced analytics and optimisation techniques."

The company spends millions of dollars on direct marketing campaigns and hopes to reduce costs by as much as 30 percent while still enjoying similar or better levels of return.

 Vodafone says it "regularly targets more than a million customers with direct mail campaigns, but the increasingly inadequate contact strategy led the company to seek an advanced campaign optimisation solution."

According to its head of analytics and campaign intelligence, Cahyadi Poernomo, "By implementing SAS, we estimated that we could significantly improve our return for marketing campaigns, whilst increasing customer satisfaction by eliminating uncoordinated or conflicting marketing communications."

SAS says that its Marketing Optimization product "collects and analyses statistics to calculate precisely which elements of the marketing campaigns succeed. Up-to-the minute information reveals which channels are most effective in a given situation, which customers to target, and overall campaign effectiveness. The analyses are used to refine and optimise future campaign design and execution for improved return.