NEWS12 March 2014

British Gas taps SAS for analytics, campaign optimisation

Data analytics Energy News UK

UK — British Gas has tapped SAS to provide it with analytics software that it plans to use to understand customer interactions, build loyalty and improve product targeting.

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SAS software will be put to work on optimising outbound marketing campaigns, while gathering data to feed into the energy firm’s overall customer strategy.

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. Ours is a highly competitive market, and we want to better understand our customers through improved analytics.”