Pharmacy chain 36.6 used to communicate with customers "by hand." The Russian retailer sampled customers, processed its data, loaded messages into email and social channels, and analyzed the results of mailings manually. A single marketing campaign routinely took a full day to launch, and results were fragmented and often ineffective.
When SAS analytics entered the picture in 2020, 36.6 quickly moved to automated, cost-effective, flexible marketing campaigns. Before, the retailer struggled to launch 40 to 50 campaigns annually.....