89 Degrees Improves Targeting and Engagement with a Hosted SAS and Retail Marketing Database Solution

Challenge

Our client, an international luxury retailer for premium chocolates and treats, operates hundreds of stores in North America, Europe, and Asia in addition to selling through thousands of specialty retailers worldwide. After years of managing various campaigns, scrambling to identify customer targets that align with new promotions, our client committed to implementing new systems and processes to support customer-centric marketing for both its retail business and commercial accounts. With a recently on-boarded team of analysts and campaign planners, our client needed a partner that could build up their in-house capabilities, along with the marketing and technical prowess to deliver a complete solution in less than 4 months, well ahead of its fast approaching seasonal selling window.

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Solution

To meet the aggressive timeline and robust self-service requirements, 89 Degrees implemented a hosted solution, launching first with our vertical specific marketing database, followed by a phased rollout of SAS Customer Intelligence, SAS Visual Analytics, and SAS Enterprise Guide:

RETAIL MARKETING DATABASE (RMDB)

89 Degrees’ marketing database utilizes a standardized data schema – optimized over 20 years specifically for the retail vertical – to get new solutions up and running quickly. Nearly 20 data feeds were rapidly incorporated, including store and web transactions, loyalty program data, and granular digital engagement data from email and website channels. Customer identities were connected across all channels, validated with extensive user testing, and put into production less than 4 months from project initiation.

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SAS CUSTOMER INTELLIGENCE

11 time Gartner Magic Quadrant “Leader” SAS Customer Intelligence features best-in-class analytic and omnichannel campaign development capabilities to help marketing teams intelligently ramp up their customer engagement efforts. Our SAS Customer Intelligence implementation enabled LR to better track and act on customer behavior with complex, multi-wave campaigns during key selling seasons, i.e. Valentine’s Day, Easter, and other holidays throughout the year.

SAS VISUAL ANALYTICS

SAS Visual Analytics provides both user friendly data exploration and comprehensive reporting for easy campaign and customer segment reporting.

SAS ENTERPRISE GUIDE

SAS Enterprise Guide empowered the in-house analytic team to create custom queries and gain new insights from the predictive power of SAS, enabling What if? ideation to guide customer targeting.

This solution framework allowed 89 Degrees to develop highly customized business rules to manage all the data for both retail customers and commercial accounts across all transactional and digital channels. Our integrated team of solution experts and analysts provided full service support for the first six months of the engagement, transitioning capabilities to LR once the initial campaigns and reports were developed and validated. Ongoing services included advanced marketing analytics and strategic consulting.

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Results

Our hosted SAS solution solidified LR’s position as a modern digital marketer, capable of understanding all customer types, behaviors, and buying signals and acting on them in a meaningful way at scale. In addition to helping LR meet their target date, 89 Degrees provided:

  • The tools and best practices for extracting customer insights from their disparate data sources
  • Strategic guidance for improved targeting and significantly higher engagement and response rates over their previous business as usual campaigns
  • Knowledge and capabilities transfer to in-house analysts for continuous improvement of campaign performance

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