CUSTOMER STORY

SM Marketing Convergence turns to SAS Visual Analytics to gain better customer insight
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SAS® technology enables major retail group to analyze large amounts of loyalty data and pinpoint key trends that help boost merchandizing and promote customer loyalty.

■ Industry
Retail

■ Business Issue
SM-MCI needed a powerful business intelligence solution to provide data visualization and reporting and ultimately transform massive amounts of customer data into valuable insight.

SM Marketing Convergence Inc. (SM-MCI), an affiliate of SM Retail Group, operates one of the largest customer loyalty programs in the Philippines. The loyalty program enables customers to earn reward points when they shop with the SM Group – and it also garners massive quantities of customer purchase and spending data for SM-MCI. In fact, SM-MCI’s current data exceeds a billion transactions.

transactions that were generated on a yearly basis across more than 500 stores. Once SM-MCI learned what SAS Visual Analytics could do, it knew it was the right solution for the job.

■ Solution
SAS® Visual Analytics

Big potential for key insights
With so much customer data at the ready, SM-MCI knew it was sitting on a gold mine that could yield tremendous business insight – but the sheer size of the data proved to be challenging when it came to garnering useful customer knowledge. The company needed a better way to uncover, analyze and put the information to use. SM-MCI sought a solution that could help boost merchandizing, improve store operations and promote customer loyalty. It chose to implement SAS Visual Analytics, a powerful high-performance solution providing in-memory analytics and advanced data visualization for business intelligence. With the technology in place, SM-MCI could look at patterns in spending, rewards redemption and customer loyalty. The resulting insight would be delivered to affiliate partners, who could then better plan their sales and loyalty strategies.

■ Benefits
With SAS, SM-MCI has a more in-depth understanding of customer buying patterns and trends. It can use this insight to offer more relevant promotions, acquire new members and identify profitable up-sell opportunities.

“We have always regarded SAS as a valuable business partner with the dedication and support shown us over the years. We’re delighted that SAS continues to be ever-mindful of our needs and commits these into the development of new technologies in analytics.”
Baldwin C. Golangco President and Chief Executive Officer SM-MCI

SAS not only has unmatched statistical computing power and speed, it also offers an intuitive interface that makes visualizing the information even easier. Plus, it could scale effortlessly from 200 million to more than 1 billion transactions using commodity hardware. SAS Visual Analytics helped SM-MCI analyze customer data and deliver in-depth reports based on SM-MCI’s big data insights. The technology could get the job done without the burden of extensive data planning or ETL reprocessing whenever new variables needed to be added. It was fast, efficient – and delivered the in-depth analysis that SM-MCI needed to meet its goals.

A fast, intuitive solution
SM-MCI was faced with a huge undertaking: It wanted to fully analyze the more than 200 million customer

Better analysis leads to better service
With data compiled from its customer loyalty program, SM-MCI can use SAS Visual Analytics to understand buying patterns and identify trends, which leads to better service – and more customer satisfaction. SM-MCI uses its insight to improve the customer experience with relevant, timely offers and promotions. It also can work to acquire new members, reduce churn and identify new up-sell opportunities.

“We have always regarded SAS as a valuable business partner with the dedication and support your team has shown us over the years,” says SM-MCI President and Chief Executive Officer Baldwin C. Golangco. “We’re delighted that SAS continues to be ever-mindful of our needs and commits these into the development of new technologies in analytics.”

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