Vodafone buys more SAS software

Vodafone Australia is hoping a move to SAS analytics software will help it cut its multi-million dollar direct marketing costs by as much as 30 percent.

The mobile telco today announced it will implement SAS marketing optimisation software to reduce its outlay to campaigns that typically target ‘more than a million customers’.

SAS is already used throughout the Vodafone group for modelling and predictive analytics from applications such as customer relationship management through to the resource management of their IT services in many countries including Australia, Italy, New Zealand and India, the company said in a statement.

“By implementing SAS, we estimated that we could significantly improve our return for marketing campaigns, whilst increasing customer satisfaction by eliminating uncoordinated or conflicting marketing communications,” claimed Cahyadi Poernomo, head of analytics and campaign intelligence at Vodafone Australia.

“Vodafone will be the first telecom in Australia to take full advantage of such tools.”
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