British Gas deploys SAS analytics to better understand its customers

To avoid costs of over or under-contacting customers

British Gas is using analytics from SAS to tailor its product and service offerings to customers.

The SAS technology will also deliver "improved marketing efficiency", said British Gas.

British Gas is implementing a system that it says will optimise outbound marketing campaigns and help it "make the most of every customer interaction".

The analytical capability is being provided as an on-demand service by SAS.

Steve Thomas, head of campaign decisioning at British Gas, said: "We're looking to improve the response rate to campaigns by using analytics to tailor our offer to each individual customer. We want to better understand our customers through improved analytics."

He said: "SAS helps us enhance our marketing campaigns and shape the British Gas goal of becoming a customer-centric organisation. SAS provides us with a service that perfectly complements our existing processes."

SAS systems deployed by British Gas include SAS Marketing Optimisation, a system designed to "deliver the highest return-on-investment by revealing how to make the most of each individual customer contact", says SAS.

SAS says this system lets users accurately predict how "constraints" will affect overall contact strategy, so that common problems like over- or under-contacting customers and budget overspending "can be avoided".

British Gas is also using SAS Visual Analytics, which enables organisations to map out and understand analytic insights and share them with employees.

Last year, British Gas said it was rolling out a new SAP billing and customer relationship management system, that it hoped would help cut costs.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in