The Total Economic Impact of SAS Marketing Automation

In April 2007, SAS Institute (SAS) commissioned Forrester Consulting to examine the total economic impact and potential Return On Investment (ROI) enterprises may realize by deploying SAS Marketing Automation. SAS Marketing Automation provides comprehensive data management, campaign management, and advanced customer analytics to enable marketers and analysts to manage sophisticated, timely, and personalized customer communication strategies and thus increase response rates and revenue. This study illustrates the financial impact of implementing SAS Marketing Automation in the credit/debit cards business, in one European country, for a global retail and commercial bank.