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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping

Cotton Sarees Online

How data is driving the customers of a lifetime for BaubleBar

Read more

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Excellent post, congratulations !!! - Prof Paulo Coelho | https://www.drpaulocoelho.c...

Prof Paulo Coelho

The B2C and B2B marketing transformation helping Invisalign win more smiles

Read more

Great article - but regarding "For a team to achieve their full potential, Edmonson also advises leaders balance psychological safety wi...

Sim

3 skills you need to drive better collaboration - Business leadership - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in