NEWS24 February 2011

SAS buys marketing resource management firm Assetlink

M&A North America

US— Business analytics firm SAS has bought Assetlink, the developer of marketing resource management software which SAS plans to incorporate into its customer intelligence offerings.

Assetlink’s applications are designed to help marketers with budgeting, planning and resource allocation issues, while SAS’s tools focus on marketing optimisation.

Chetan Saiya, Assetlink’s CEO, said: “By applying powerful SAS analytics to the data captured by Assetlink, CMOs and marketing professionals can discover how to get more out of their marketing resources and identify new opportunities from which to wring value.”