SAS, a leader in business intelligence, announced SAS Web Analytics, a comprehensive solution for promoting the success of the Web channel. The solution applies the full power of SAS Customer Intelligence software to online channels so that every customer interaction is powered by a complete view of the customer. Companies using SAS Web Analytics can identify their customers, understand their preferences and deliver on those preferences to enhance customer satisfaction, increase customer retention and improve the bottom line.
Successful Web sites are a marriage of good IT, design and business skills. Each of these groups looks at the Web slightly differently given the group's role in the organization. IT professionals need to understand how Web infrastructure resources are used for capacity evaluation and server load balancing to increase the quality of service provided. Business people need to tie the Web channel to their sales and service targets and strategies to increase revenue through customer acquisition and customer life-time value.
SAS Web Analytics puts the business and IT users in the driver's seat by providing Web data management combined with data from customer-facing systems and advanced Web analytics. A role-specific reporting system delivers knowledge to the various stakeholders in the process.
"SAS Web Analytics offers all of the key strengths of SAS software with which we are very familiar, such as expandability, scalability and ease of integration," said Martin Robl, project leader of the Portal Analytics Solution (PAS) at Austria-based OMV, the leading oil and gas group in Central and Eastern Europe. "With SAS Web Analytics, we are now able to verify the success of online banner advertising and other similar activity, and independently determine whether we are getting value for our money."
"Powered by SAS Web Analytics, PAS has already saved us a lot of time and resources, showing us where we can invest our creative efforts in the portal to maximum effect," added Robl. "More importantly, it will help us serve customers better by improving the usability and quality of our Web pages."
SAS Web Analytics is fully integrated with SAS9 analytics and can work in unison with SAS Customer Intelligence solutions, such as SAS Marketing Automation 4. SAS Web Analytics uses data mining capabilities to recognize patterns that drive customer success online. Information from the online channel is incorporated into a full customer data warehouse across all channels for a quick understanding of how to improve customer conversion and service.
SAS Web Analytics (http://www.sas.com/solutions/webanalytics) enables companies to be proactive in reaching out to online customers. With it, companies can quickly and precisely segment customers and then apply rules-based engines to link specific offers with chosen segments. This can lead to immediate increases in customer satisfaction and Web revenues. Over the long term, customer retention rates and lifetime customer value also rise.
The SAS solution gives decision makers the knowledge necessary to rapidly improve the effectiveness of Internet channels and implement better customer relationship strategies. In addition, companies can determine whether they're meeting strategic objectives and how they compare with forecasted expectations.
"The OMV portal had a highly complex technical infrastructure featuring several Web and application servers, load balancers and a clustered database in a high-availability environment. All of the data processing and report generation is performed automatically each night with SAS so we get refreshed reports every morning," said OMV's Robl.
SAS Web Analytics takes enormous volumes of clickstream and other Web data, loads it into an open, flexible data warehouse and integrates it with other data sources. By analyzing this data, SAS Web Analytics enables companies to determine the effectiveness of their Web sites and make the appropriate offer to the right customer at the right time.
SAS Web Analytics also delivers flexible reporting and interactive visualization tools to help companies share Web channel information throughout their organizations and understand the impact of key performance indicators (KPI) on the bottom line.
If customers can't find what they're looking for on a site, they will not come back. SAS Web Analytics uses advanced analytic techniques and visualization tools to enable marketers to:
- Determine how customers are getting to a site and where they go once they get there.
- Discover what kind of information they look for.
- Find out at what point they drop off or lose their way.
Armed with this information, marketers can more accurately predict customer clickstream behavior to design their Web sites for maximum customer satisfaction - which in turn will lead to improved customer retention and loyalty.
The business scorecard within SAS Web Analytics provides at-a-glance information on the performance of the Web site and employs analytics to identify the key drivers of each performance indicator. This provides easy diagnosis of problems and a suggested course of action to make changes to Web site design, product placement and Web offers that will reduce customer attrition, increase customer satisfaction, boost site "stickiness" and meet corporate Web objectives via increased revenue and decreased costs.
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