British Gas taps SAS for analytics, campaign optimisation
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.”
We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments