British Gas, one of the UK’s energy suppliers, is to use SAS analytics to improve marketing efficiency.
Combining SAS reporting and analytics capabilities, British Gas said it is implementing a system that will optimise outbound marketing campaigns. The analytical capability is being provided as a service by SAS.
Steve Thomas, head of campaign decisioning at British Gas, said: “We’re looking to improve the response rate to campaigns by using analytics to tailor our offer to each individual customer. Ours is a highly competitive market, and we want to better understand our customers through improved analytics.”
Mike Pell, executive director of SAS UK & Ireland, commented: “Meeting customer needs is a major challenge for energy providers, and one of the reasons is the lack of insight to deliver what customers really want.”
Systems deployed by British Gas:
- SAS Marketing Optimisation – lets users accurately predict how constraints will affect overall contact strategy, so that common problems such as contacting customers too often or too little and exceeding budgets can be avoided.
- SAS® Visual Analytics – enables organisations to map out and understand analytic insights and share those with employees and customers. It delivers in-memory analysis and interactive dashboards for reporting in-depth data visualisation.