October 23, 2008 - Swinton, a leading high-street insurance retailer, will use SAS to help acquire new customers and increase market share through improved marketing campaign effectiveness.


SAS will enable Swinton to create and automate more timely and targeted campaigns to attract new and lapsed customers, supporting its aim to become the leading retailer in the personal insurance market.


By improving understanding of customer behaviors, SAS’ analytics will help Swinton predict their likelihood to respond to specific marketing campaigns. Swinton will increase response rates by better targeting potential customers with the right offers, at the right time. Furthermore, the company will use SAS to evaluate the effectiveness of its entire direct marketing program, across direct mail, email, Web and SMS, to understand which channels are working best and where to make improvements. SAS enables Swinton to reallocate its marketing budget and resources to concentrate on channels that yield the best results.


“In the past, we’ve found it difficult to manage customer responses from the various channels. Now, having all that data in one place and having SAS to analyse it at the same time gives us a much more granular level view of how our customers are behaving. This added insight means we can evaluate how campaigns are performing and continually improve them,” Andrew Mills, customer information manager at Swinton said.


Using SAS, Swinton can create and run multistage campaigns with minimal intervention. SAS’ software reduces the time to generate campaigns, automates campaign implementation and cuts the time needed to produce campaign performance reports. The increased efficiency allows Swinton’s marketing team to focus on leveraging the results of the campaign rather than implementing it.


SAS was chosen for its complete marketing solution, which can address all of Swinton’s requirements, from data access, campaign creation, response tracking and reporting to evaluation of the campaign afterwards. Additionally, SAS’ scalability, coupled with the team’s professionalism and knowledge, proved to Swinton that SAS will be able to manage its future marketing requirements.

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