London, 30 November 2009 – SAS UK, the leader in Business Analytics software and services, has announced the launch of its SAS for Customer Experience Analytics solution specifically tailored to the Media Broadcast sector. The SAS solution enables broadcasters to maximise ROI on advertising campaigns by allowing them to collect, analyse and understand a consumer's browsing history and offer personalised advertising content.
The SAS platform has a dynamic data collection capability, which captures real-time data from consumer web interactions, including rich media applications such as online video players. The advanced SAS Customer Experience Analytics solution then enables broadcast companies to build up a profile of each consumer from behavioural analysis of an individual's use of websites and content on the site. Based on this profile, broadcasters can target specific advertisements at each consumer, creating a highly intelligent and cost-effective advertising strategy, beneficial for advertisers and broadcasters alike.
"With the majority of broadcasters offering catch-up-tv and other video content on their websites, the web is fast becoming one of the most important channels for broadcasters to gain insight into consumer preferences and dislikes," commented Jennifer Major, Business Development Management, Commercial, Media and Entertainment, SAS. "Advertising is the main source of revenue for most broadcast companies and the ability for a broadcaster to carry out a highly targeted advertising campaign will make websites a more profitable channel for them.
"Broadcasters have traditionally targeted advertising based on the expected profile of a viewing audience, for example, those who are likely to watch national sports events or top reality shows. This mass-consumer advertising model is still being used for online advertising, as broadcasters are only starting to realise the potential benefits of being able to have a more targeted advertising strategy on the web, based on the interests of the individual rather than assumptions based on the profile of the mass audience. The SAS solution will ultimately enable broadcasters to have more control over directly targeting advertising by understanding consumer behaviour across multiple touch points, enabling them to turn that analysis into increased revenue," Jennifer Major concluded.
SAS for Customer Experience Analytics was developed using patented Dynamic Collection™ technology from Speed-Trap. This unique high performance data collection system has been built into the existing SAS Enterprise Intelligence Platform.
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions delivered within an integrated framework, SAS helps customers at more than 45,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®.
SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies. Copyright © 2009 SAS Institute Inc. All rights reserved.
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