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

Marketing skills in a virtual world

It wasn’t so long ago that CMOs and marketers came to realise they were under-resourced in managing their rapidly expanding digital activities. In fact, many marketing departments are still today far from optimal resourcing levels, if not noticeably below.

Making Korean brands sexy

If you told someone in the 1980s that South Korean brands would one day supersede many Western and Japanese competitors for innovation, brand management and profitability, they would have declared you insane. But that is exactly what has happened.

Why good leadership starts with leading yourself

Many people first taste leadership when they receive a promotion and find themselves ‘leading’ a team. Over time, the team, and the leader’s responsibility, grows. But do they become better leaders?

Anthony Howard

Executive mentor and founder, The Confidere Group

Smartmobile phones have changed the human life greatly. Nowadays, more and morecompanies are providing best solution for smart mobile pho...

alva christi

In Pictures: 16 great iPhone app battles - Slideshow - CMO Australia

Read more

Interesting to see a big brand like Adobe getting involved in this space when interactive video tools already exist. Interlude's Treehous...

Nedd

Adobe's new interactive shoppable video experience

Read more

Both the elegance and the risk of misuse of NPS lay in its simplicity of collecting the "score". This is why, whilst individual companies...

Pete Nicholls

Against Net Promoter: A new way of interpreting the customer data deluge

Read more

iinet have gone from one on the best customer service providers to as they have grown just another frustrating Telco. As a customer of o...

Disillusioned

How voice analytics helps iiNet hear customer problems on its network

Read more

The interesting question is whether 'campaigns' is even a relevant term any longer. We seem to work in an environment of continuous, omni...

Geoff Brooks

Marketing skills in a virtual world - Customer and marketing relations - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in