SAS, the business analytics, launched a new version of SAS Web Analytics to help companies apply forecasting capabilities to Web data that will help them to go beyond “what happened?” to predict “what will happen next?”
SAS Web Analytics will provide additional context for marketers seeking to understand how the web channel is impacted by other areas of their business.
“The corporate Web presence is becoming one of the most important touch points in conducting business; whether it is business-to-business or business-to-consumer,” says Mary Wardley, IDC Vice President of CRM Applications research. “With this offering SAS is providing organisations with the important functionality of being able to assimilate online data and offline data.”
While many enterprise marketing management vendors are narrowly focused on point solutions, SAS provides an integrated suite of products that span the entire customer-focused marketing process. SAS’s Web analytics capabilities are part of a broader customer intelligence suite of solutions that handles campaign management, cross-sell/up-sell, customer retention, customer segmentation, e-mail marketing, event-driven marketing, campaign optimisation, marketing mix analysis, marketing performance management, customer experience analytics and Web analytics.
“Now SAS customers can go beyond basic Web analytics to understand both Web site activity and individual customer activity and integrate this with both online and offline channels,” says Jeff Levitan, general manager of SAS’ Global Customer and Retail business. “With the ability to customise reports and integrate other business information on an ad hoc basis, this is the most flexible Web analytics solution available.”
D.C.