Using SAS Marketing Optimization as a Forecasting Tool

The purpose of this paper is to discuss a methodology for using SAS Marketing Optimization for business forecasting. In 2009 a team was formed to explore using SAS Marketing Optimization to better forecast for one of AEGON Direct Marketing Services' largest programs. The primary goals of the project were to create a single decision point for all campaigns included in the process to facilitate streamlined campaign development and selection, and to design a data driven process to select names for a marketing program.