SAS, a business analytics software and services provider, has announced that Nectar, the UK’s coalition loyalty programme, is using SAS analytics to gain customer insight from its 17 million plus collectors.
SAS is also an independent vendor in the business intelligence market. The company said that SAS analytics platform has helped improve campaign targeting and marketing effectiveness for Nectar’s partners.
The SAS platform first processes vast amounts of data from Nectar collectors. It then models and segments the information according to trends and behaviours to generate scoring reports to give Nectar deeper insight into its customers.
Nectar said that the platform has helped it generate significant returns on investment for its partners, which include Sainsbury’s, BP, Homebase, American Express, Vision Express and British Gas.
The detailed information and score cards enable Nectar to provide personalised marketing campaigns and offers and assist partners in effective campaign execution, said the company.
SAS solutions are automated throughout this process to ensure efficient delivery and SAS plays a key role in evaluation of all targeted campaigns. The Nectar Insight team also benefits from SAS Premium Support.
Nectar Insight chief Jackie Clayton said their primary function is to identify opportunities for Nectar partners, whether it is acquiring new customers or shaping customer behaviours, and SAS supports the company in that goal.
Clayton said, "Our business is data intensive and SAS looks beyond the norm to find remarkable trends and behaviours that we didn’t know existed, which means we are better able to support our partners. Through our work with SAS, Nectar is delivering significant return on investment for our partners. SAS spans and meets all of our needs, whilst delivering high performance and flexibility."
SAS UK and Ireland managing director Ian Manocha said everyday Nectar is being used across retail outlets, petrol stations and websites by millions of people; the challenge for Nectar is to make the most of the vast amounts of data it gathers.
Manocha said, "SAS Analytics provides Nectar with a platform for predictive modelling, customer segmentation and marketing optimisation. By classifying, analysing and interpreting the data, SAS reveals patterns and relationships that result in better customer intelligence for Nectar’s partners. As a continually growing loyalty scheme, more and more brands are recognising the benefits of increased customer insight derived from being part of the programme."
