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

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in