SAS CRM Marketing Solutions

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1 Rochelle Shaw, Barbara Kissner Product Report 30 January 2003 SAS CRM Marketing Solutions Summary SAS Customer Relationship Management (CRM) Marketing Solutions, built on its Intelligence platform, incorporate data warehousing techniques and analytics to allow unifying and interpreting disparate data. Table of Contents Overview Analysis Pricing Competitors Strengths Limitations Recommended Gartner Research Insight List Of Tables Table 1: Overview: SAS CRM Solutions Table 2: Features and Functions: SAS CRM Solutions Gartner Reproduction of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The reader assumes sole responsibility for the selection of these materials to achieve its intended results. The opinions expressed herein are subject to change without notice.

2 Corporate Headquarters SAS Institute Inc. 100 SAS Campus Drive Cary, NC , U.S.A. Tel: Fax: Internet: Overview SAS, which bills itself as the world s largest privately held software company in terms of revenue, celebrated its 25 th anniversary in With over 39,000 customers in 117 countries, as well as a strong presence in the EMEA market, SAS provides data management and analytical solutions to a broad range of industries. The company is headquartered in North Carolina, U.S., and also has international headquarters in Heidelberg, Germany. Table 1: Overview: SAS CRM Solutions Product Name SAS Customer Intelligence: Customer Relationship Management (CRM) Solutions SAS Marketing Automation SAS Interaction Management SAS Customizable Analytical CRM Solutions (comprising Banking Intelligence Solutions, Telecommunications Intelligence Solutions and Insurance Intelligence Solutions) SAS IntelliVisor for Retail SAS IntelliVisor for Pharma Current Version SAS: 8.2 SAS Marketing Automation: 3.0 SAS Interaction Management: 1.0 (SAS 9 is currently available on a customer-request basis only) Product Type Customer Relationship Management (CRM) Analytics suite Price (US$) Average installation: from 750,000 to 1 million Date Released SAS 8.2: March 2001 SAS Marketing Automation 3.0: January 2003 SAS Interaction Management 1.0: January 2003 Target Applications Midsize to large organizations. SAS offers specific products for these industries: Automotive Financial Services Healthcare Higher Education Manufacturing Pharmaceutical Public Sector Retail Telecommunications 30 January

3 Table 2: Features and Functions: SAS CRM Solutions SAS Marketing Automation Customizable Customer risk analysis. Analytics Value modeling. Market basket/segmentation analysis. Cross selling. Customer channel analysis. Ad hoc reporting. What-if analysis. Integrated data warehousing. Interactive analytical models. Cross-selling/up-selling. Customer profiling/segmentation through business rules. E-commerce traffic analysis (via SAS WebHound add-on product). Online integration of analytics and market research. Customize/manage deployment of customer and marketing intelligence throughout the organization. Campaign Production and delivery support for both single campaigns and ongoing event Management triggered campaigns. Integrated scheduling of complex marketing sweeps. Selection/screening of contact lists. Coordination of inbound/outbound correspondence. marketing. Automatic updates to customer databases, including contact history. Tracking of both hard responses (purchase decisions) and soft responses (subtle changes or trends in user behavior), recorded through conventional channels or e- media. Integration with call center and sales force systems. SAS Interaction Management Customer Profiling Real-time management of customer dialogues, including inbound and outbound communication. Real-time, dynamically updated customer profiles. Assessment techniques include Predictive modeling, Behavior Tracking, Collaborative Filtering and Business Rules. Event triggering based on behavior tracking over time. Delivery of consistent intelligence to all channels, regardless of system supporting each channel. Real-time scoring. Customizable triggers to predict customer behavior over time and selected events. Targeted communications based on predictable customer patterns. SAS Customizable Analytical CRM Solutions Banking Intelligence Solutions SAS Credit Scoring for Banking. SAS Customer Retention for Banking. 30 January

4 Table 2: Features and Functions: SAS CRM Solutions SAS Marketing Automation Telecommunications SAS Customer Retention for Telecommunications. Intelligence Solutions SAS Cross-Sell and Up-Sell for Telecommunications. SAS Credit Scoring for Telecommunications. SAS Segmentation for Telecommunications. Insurance SAS Customer Attrition for Insurance. Intelligence Solutions SAS Cross-Sell for Insurance. SAS Claims Prediction for Insurance. SAS Application Service Provider (ASP) Solutions SAS IntelliVisor for Retail SAS IntelliVisor for Pharma Retail-specific architecture. Daily customer-defined, e-commerce data reports. Customized analytics. Channel management. Encrypted, fully secure communications. Uptime guarantee of 99 percent. Technical support available SAS single point of contact for customer service. Supports unlimited users. Pharmaceutical-specific architecture. Daily customer-defined, e-commerce data reports. Customized analytics. Channel management. Encrypted, fully secure communications. Uptime guarantee of 99 percent. Technical support available SAS single point of contact for customer service. Supports unlimited users. Analysis The SAS Intelligence platform consists of a group of diverse and interrelated business intelligence applications. Customer Intelligence, the Customer Relationship Management solution, is composed of SAS Marketing Automation; SAS Interaction Management; SAS Customizable Analytical CRM Solutions; the CRM components in the industry-specific Banking, Telecommunications and Insurance Intelligence Solutions; and the ASP solutions, SAS IntelliVisor for Retail and SAS IntelliVisor for Pharma. Additional Intelligence solutions are: Enterprise Intelligence, which assists in managing short- and long-term enterprise strategies and in measuring progress against those strategies with corporate. Supplier Intelligence, supporting clear procurement policies through supplier identification, ranking and rating. Organizational Intelligence, which addresses corporate functions, such as human resources, budget and finance, risk management and IT strategy. Like all of the SAS Intelligence offerings, the SAS Customer Intelligence CRM suite utilizes the SAS Intelligence Architecture, which combines SAS data warehousing techniques, flexible analytics and front- 30 January

5 end delivery through SAS Business Intelligence. SAS Intelligence Architecture is an open, scalable platform that supports multiple organizational contact points, such as e-commerce, retail point-of-sale systems and customer call centers. It allows transforming raw, heterogeneous data into meaningful analysis and reports. The Marketing Automation module offers features for customer, market basket, risk and segmentation analysis; cross-selling and customer channel modeling; marketing campaign and contact list management; coordination of inbound/outbound correspondence; marketing; and the ability to run analyses automatically, in realtime or batch mode. SAS Interaction Management allows companies to tailor interactions in realtime, conduct behavior tracking and event triggering, and personalize dialogs for individuals by the consistency of all information it sends to front-office systems. In addition, Customizable CRM offers a variety of integrated data warehousing solutions, rule-driven analytical models and e- commerce traffic analysis using SAS WebHound, an optional add-on module. SAS offers customizable CRM vertical solutions for several industries. Analytical models called Intelligence Solutions are available for banking (Credit Scoring and Customer Retention modules); for telecommunications (Customer Retention, Cross-Sell and Up-Sell, and Segmentation modules); and for insurance (Customer Attrition, Cross-Sell and Claims Prediction modules). In 2002, SAS released two fully hosted, industry-specific Application Service Provider (ASP) solutions: IntelliVisor for Retail and IntelliVisor for Pharma. The IntelliVisor solutions guarantee an uptime of 99 percent; 24 7 technical support; daily reporting; and secure, fully encrypted transmissions. SAS provides a single point of contact, and the cost of the solution includes an unlimited number of users. IntelliVisor requires SAS CRM functionality delivered through an Internet browser interface, EDS Managed Hosting Services and Compaq AlphaServers running Tru64 Unix. The SAS CRM platform incorporates a marketing methodology based on communication, learning and modification. This methodology consists of four basic steps: Plan: A strategy is developed which considers corporate resources and marketing expectations. Target: This step requires the identification of channels and opportunities. Act: Resources are deployed in concert with the marketing strategy. Learn: This step measures actual results against predicted outcome. The methodology, combined with the SAS CRM toolset, allows companies to identify successful strategies, continually refine their marketing approaches and derive the greatest benefits from their customer relationships. SAS offers extensive training in analytics, behavior modeling, contact point management, data integration and mining techniques, as well as fundamental and advanced concepts of customer relationship management. Pricing While SAS does not release detailed pricing information, SAS CRM installations of extensive solutions, such as SAS Marketing Automation, average between US$750,000 and US$1 million. GSA Pricing Yes. 30 January

6 Competitors SAS s competition comes not only from vendors of traditional CRM suites, such as Oracle, PeopleSoft, SAP and Siebel, but also from those specializing in analytics. E.piphany E.piphany is an established supplier of analytical and campaign management application software. The company s marketing solution offers a strong proposition. E.piphany is one of the leading customer relationship optimization (CRO) vendors and has the most comprehensive marketing capability of all of the large enterprise CRM suite vendors. E.piphany E.6, released in March 2002, provides a suite of CRM applications built on a Web-based, multiengined architecture. The solution s analytical power is applied across the entire suite (sales, marketing and customer service), although the sales and service functionality is limited. E.6 further integrates the sales and service-focused applications purchased with the acquisitions of Moss, Octane and RightPoint. The portfolio provides functionality across all of the major components of a marketing solution, although its major strengths are found in its analysis and realtime capabilities. Oracle Part of Oracle s E-Business Suite 11i, Oracle Marketing offers campaign creation, tracking and analysis, fulfillment, execution, market segmentation and targeting, Web-based and marketing, and event management with automatic execution. Oracle Marketing also provides return-on-investment (ROI) measurements and automatic triggers to market changes and campaign performance. Oracle s Trade Management, which requires the Oracle Marketing module, contains components for complex trade planning, partner management, promotional funds management and claims resolution management. For multichannel demand chain sales involving distributors and retailers, Oracle Trade Management offers closed-loop marketing planning, execution and evaluation of marketing efforts by executives, sales representatives and consumer advertising. Data mining and analytic features that were previously available as part of the Marketing Intelligence module are now included with Oracle Marketing. PeopleSoft PeopleSoft s marketing solution consists of CRM Marketing, CRM Online Marketing, CRM Site Marketing and CRM Telemarketing. PeopleSoft CRM Marketing and CRM Telemarketing run on PeopleSoft s established PeopleSoft 8 (PeopleTools) architecture, which provides an Internet-based solution with browser-based access for employees, customers and partners. PeopleSoft CRM Online Marketing and CRM Site Marketing were acquired in February 2002 from Annuncio Software. The PeopleSoft CRM marketing applications provide functionality for planning, developing, executing and tracking of multichannel marketing programs. In addition, the Marketing Insight application provides embedded analytical capability for measuring results and developing new strategies, and the Customer Behavior Modeling application adds predictive and behavioral analytics. PeopleSoft 8.8, released in December 2002, added several marketing features and enhancements, including personalized dialogs, improved management of multichannel and multiwave campaigns, and advanced customer profile management for improved audience segmentation. SAP The latest version of mysap CRM, released in August 2001, includes over 100 business processes in the areas of sales, marketing and service. Its most important enhancement, however, is the fact that it no longer requires R/3 to function fully, but instead can run independently. Although most of its users are and will remain R/3 installations, the product line s independence bodes well for SAP s sales to non-r/3 30 January

7 enterprises and for the possibility of integration with CRM components from other vendors as well. Salesrelated applications cover sales analytics, account and contact management, opportunity management, telesales (both inbound and outbound), field sales (comprising mobile and handheld sales), e-selling, Internet pricing and configuration, and order acquisition. Marketing functions include analytic capabilities, such as data mining; Web content management; campaign management; personalization; and tools for business intelligence and Web measurement. Service features comprise customer service/call center, e- service and field service segments. The customer service capabilities include multichannel access, encompassing chat, voice over Internet protocol (VoIP), call me back, , telephone, cobrowsing and fax. Siebel Siebel 7.5 is the latest version of the company s ebusiness Applications. Siebel s product line for CRM marketing includes Siebel Marketing, Siebel emarketing, Siebel eevents and Siebel Marketing Analytics. Siebel also offers vertical industry applications in the areas of finance, insurance/healthcare, communications, energy, consumer sector, life sciences, public sector, automotive, travel and transportation. Seibel 7.5 offers sophisticated analytics and solutions that can accommodate both tactical and strategic planning. New to this release is the Universal Application Network, or UAN, which makes available pre-built integration modules for legacy and external applications, such as SAP R/3, PeopleSoft and Oracle. Siebel 7.5 also offers enhanced real-time customer profiling support; expanded language, currency and installation capabilities; and event-triggered marketing campaigns. Teradata, a Division of NCR Teradata CRM 4.2 consists of six families of functionality: Analysis, Modeling, Communication, Personalization, Optimization and Interaction. Each family is further broken down into modules; while the company does not refer to the product line as a suite, each module is available independently as well as part of the entire product. Teradata provides analytical solutions targeted to the financial, retail, communications, insurance and healthcare, travel and transportation, manufacturing and government industries. For these target industries, the company offers packaged bundles of Teradata CRM modules. These bundles are pre-defined and pre-mapped to industry-specific data models. Each model provides a base requirement that includes a standard set of reports, an implementation methodology and business smoke testing. Because of this, the company markets Teradata as a low-risk starting point for a more custom implementation over time. Unica The Affinium suite of e-marketing enterprise software applications includes Affinium Model for data mining and analysis; Affinium Campaign for campaign management; Affinium Report for reporting; Affinium Plan, which adds collaboration, planning and workflow management features; Affinium emessage for one-toone messaging; and Affinium Interact, a context server for real-time, predictive personalization and response management. Affinium 5, released in December 2002, has enhancements that include relationship optimization, marketing content management, real-time marketing capabilities, a Webbased interface and data pre-processing wizards for predictive modeling, and new customer analytic reports and marketing metric templates. Strengths Interoperability With Other SAS Modules All of the SAS Intelligence products, including CRM, are based on a scalable and interoperable architecture that allows organizations to easily combine SAS modules. The open architecture provides a 30 January

8 means of developing customized implementations geared to the specific needs of an organization. This includes the ability to design analytical models based on business rules, marketing strategies, customer behaviors and profiles. The CRM solution benefits from SAS s strength in accessing and assimilating raw data from diverse sources. Extensive Product Offerings Within its product modules, the SAS suite features a substantial number of choices for companies embarking on a customer management program. The modules are designed to target different functional areas within CRM, each providing real-time analytics, customizing reporting and customer modeling. Organizations whose CRM strategies include a phased approach will want to consider SAS CRM for the inherent interoperability of the products. The ASP modules for retail and pharmaceutical present another advantage for companies wishing to make the most of CRM without a major investment in new infrastructure. Integration Capabilities With Siebel Front-Office Applications An interesting possibility exists for companies with installed Siebel applications. SAS, known for its highpowered analytics, can be integrated with Siebel to greatly expand the capability of Siebel s front-office applications. This is particularly true for Siebel Sales, Field Service, Call Center and Web Service. SAS CRM will extend these applications by providing predictive modeling, credit risk profiles, pricing strategies, e-commerce traffic, ad hoc reporting and multidimensional analysis. Although this is not a simple implementation, organizations with a current investment in Siebel could find that the introduction of SAS CRM truly enhances their ability to derive the most benefit from existing enterprise CRM and data solutions. Limitations Proprietary Platform Unlike several CRM offerings in this category, SAS CRM requires the installation and maintenance of the base SAS product. This is not the case for the SAS ASP IntelliVisor solutions, since they are externally hosted. While it is true that SAS runs in many environments including OS/390, CMS and VSE, Unix, and the desktop platforms of Macintosh and Windows skilled administrators must maintain the product. Must Overcome Reputation Historically, SAS products were designed for use by statisticians, not business people. While the company has made advances in its products user interfaces so that now they re geared to business users, and not to experts, its reputation as being difficult to use remains a handicap that SAS still needs to overcome. Recommended Gartner Research EMEA CRM Analytics Suite Magic Quadrant 3Q02, M Marketing Magic Quadrants Diversity Rules the Day, M Insight SAS CRM is a well-articulated product set that offers strong analytics. The CRM product line contains integrated modules that can form the basis of a scalable and highly functional CRM solution. The SAS CRM solutions are a good choice for midsize to large companies already using and maintaining the SAS 8.2 base product. 30 January