Maritz Loyalty Marketing has expanded its relationship with customer analytics firm SAS Canada to include Enterprise Miner – which streamlines the data mining process to create highly accurate predictive and descriptive models.
Maria Pallante, Director, Loyalty & Research Operations for Maritz Loyalty Marketing, told Loyalty 360 that SAS emerged as the “right partner” for its expanding needs after an extensive request for proposal process.
“SAS' suite of products and in particular, Enterprise Miner, make analytics delivery more efficient and enables more insightful outputs,” Pallante said.
SAS Enterprise Miner uses large volumes of data and offers a rich, easy-to-use set of integrated capabilities for creating and sharing insights that can assist in the decision-making process. Some companies use SAS data mining software to detect fraud, minimize risk, anticipate resource demands, reduce asset downtime, increase response rates for marketing campaigns, and curb customer attrition.
“We strongly believe that data is the cornerstone of true loyalty, and our clients rely on Maritz to derive insights from their customer data to inform targeted marketing initiatives and drive business performance,” Pallante explained.
Pallante said Maritz sought a solution that had strong data mining, descriptive, and predictive modeling capabilities; was versatile and powerful enough to support various data types and sources across multiple channels; was flexible enough to work with its leading-edge technologies with the appropriate support in place.
Maritz’ Insights & Analytics team has been using SAS technology for a number of years, Pallante said.
“Maritz Loyalty Marketing will also continue to tap into the worldwide electronic network of SAS users and SAS users’ annual conferences to exchange ideas and stay in the forefront of the evolution of technology’s role in the loyalty space,” Pallante said.
Pallante said Maritz prides itself on its ability to bring multiple data sources together and derive insights that help clients focus their marketing dollars on the right customer and drive the greatest ROI.
“Customer experience and brand loyalty are incredibly significant elements in the success of our clients and their customers,” Pallante said. “It is imperative for us to be even more mindful of a customer’s interaction with any of our clients, all while maximizing our clients’ ROI.”
Maritz Loyalty Marketing supports clients in an array of industries including financial institutions, retail, telecommunications, and entertainment.
“SAS’ versatility and power will enhance Maritz' ability to identify efficiencies in data management and analysis,” Pallante said.
SAS technology will help Maritz build models, draw insight from client data, and:
- Inform marketing initiatives and focus marketing dollars on the right customers with an ultimate view to driving ROI.
- Provide relevant and timely offers to clients’ customers, which will build on the value exchange between brand and customer.
- Identify customers that may be at risk of attrition/churning – and put strategies in place to prevent this.