Wolters Kluwer uses BI tools for marketing automation

Wolters Kluwer UK, an information services and publishing company, is using business intelligence (BI) software from SAS to automate its marketing processes.

Wolters Kluwer UK, an information services and publishing company, is using business intelligence (BI) software from SAS to automate its marketing processes.

Wolters Kluwer UK provides legal publications and services to businesses to help them comply with tax and governance laws, which are constantly changing. It required a system that could help it with targeted campaigns and ensure high data quality. 

It chose SAS’ marketing automation software, built on the SAS9 Enterprise Intelligence Platform, piloting the application for seven weeks with which it had favourable results.

The best results were seen in the Tax and Finance division, where one of the campaigns returned three times the expected revenue target.

Other campaigns aimed at setting appointments for field sales also yielded improved results, with the call ratio success increasing by 30%. All of this was attributed to improved targeting and campaign management.

Mike Turner, business systems manager of Wolters Kluwer, said, “We needed to address the way in which we engaged with our customers to ensure that we were maximising the relationship we have with them.

“A partnership with SAS, and a strong product offering from them, has enabled us to take the first steps towards the greater understanding we need in the provision of products and services to that client base.”

Comment on this article: computer.weekly@rbi.co.uk

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