FACT SHEET
SAS® Digital Marketing
What does SAS®
Digital Marketing do?
SAS Digital Marketing provides large-
scale multimedia messaging capabilities
– including email, mobile and Web
within single-channel or multichan-
nel marketing campaigns. The solution
includes capabilities for segmenta-
tion, message personalization, content
integration and hosting, and deliverability
assurance. Full integration with SAS
Customer Intelligence solutions supports
cross-channel marketing efforts and
broader enterprise marketing manage-
ment needs.
Why is SAS® Digital
Marketing important?
SAS Digital Marketing helps you imple-
ment a customer-focused, cross-channel
digital marketing strategy that aligns with
your broader marketing strategy so you
can create relevant, personalized digital
content for each marketing message.
In addition, the solution lets you follow
up on each communication and quickly
revise your strategy as needed.
For whom is SAS® Digital
Marketing designed?
SAS Digital Marketing is designed for
B2C and B2B campaign managers, direct
marketing managers and email and Web
marketers who create marketing commu-
nications for digital channels – regard-
less of whether they focus on specific
channels or synchronize multichannel
marketing activities. Uses include direct,
interactive and social marketing, service
communications and sales support.
Customer-focused, cross-channel marketing that aligns
with your broader marketing strategy
When executed well, an integrated,
Key Benefits
multichannel digital marketing strategy
provides customers with timely, conve- • Boost productivity while lower-
nient and relevant content that is inex- ing operating costs using tools and
pensive to deliver and easy to measure. best practices that simplify digital
But maintaining thousands or millions of marketing, enabling you to quickly
individual customer relationships through and efficiently design, create, test and
digital channels is a huge challenge. personalize marketing messages and
campaigns.
People tend to delete messages that • Find out what’s working and what
look like spam or simply ignore those that isn’t by tracking and reporting on
don’t speak to them. So even though message responses so you can take
digital messaging is inexpensive, poorly prompt action to enable better results.
targeted or badly managed communica- By tracking click-through rates, opens,
tions yield scanty profits and can even black lists/white lists and bounce rates,
harm your business by annoying or
you’ll know when and how to modify
alienating customers and eroding your strategies to get your messages and
brand. In order to develop an integrated,
offers to the right desirable customers.
multichannel digital marketing strategy
• Execute messaging within cam-
successfully, you must:
paign management processes
• Create the right message for the right or as separate initiatives – your
customer by mapping customers and
choice. SAS Digital Marketing can
segments to relevant personalization. be used as the execution arm of SAS
• Deliver messages at the right time via Campaign Management, or you can
the right channel. use it to execute against a customer
list or customer data table.
• Track and improve results with
sophisticated reporting that is fully
integrated with broader marketing
reporting and analysis functions.
• Adopt a solution that integrates with
other CRM systems, supports multiple
marketing teams and scales economi-
cally to digital marketing volumes.
SAS Digital Marketing delivers high-
impact, personalized multimedia mes-
sage communications – e.g., email and
mobile (SMS, MMS) – while letting you
add other inbound and outbound mar-
keting processes to the mix (e.g., cam-
paign management, inbound trigger-
driven marketing and Web analytics).

Solution Overview
SAS Digital Marketing provides every-
thing you need to plan, create, test,
execute and track personalized digital
communications via email, mobile,
Web and any XSL-enabled channel.
The solution is fully integrated with
SAS Customer Intelligence solutions,
enabling you to customize multimedia
communications at the individual level
and deliver them to the customers most
likely to respond.
Digital Marketing Tools and Best Practices
SAS Digital Marketing provides the tools
and best practices that enable you to
create and deliver relevant, personalized
multimedia messages easily – and test
the results – for more efficient and effec-
tive digital marketing.
• A user-friendly, Web-based interface
uses wizards to guide you through the
entire digital content creation process.
Users can easily create and edit content, view recipients and execute email, mobile and SMS broadcasts all from one interface.
• Digital asset hosting enables easy
sharing, retrieval and deployment of
content for all your digital channels.
• Complete integration with SAS
Customer Intelligence solutions
makes it easy to execute cross-chan-
nel marketing campaigns.
• Ability to test different redirect URL
placements to determine which have
higher response and conversion rates,
as well as correlate a test being con-
ducted in another offline campaign.
• Push-button execution and sched-
uling, along with reliable delivery capa-
bilities – including complete integration
with many leading mail transfer agents
– ensure that your message gets
where you want it to go.
• Message and domain throttling
helps you stay off white and black lists.
• Plug-in access to SpamAssassin
ensures spam screening and CAN-
SPAM compliance.
• Flexible unsubscribe support lets
you set rules to prevent customers
from inadvertently unsubscribing
from more communications than they
intended, so you can keep longer
customer lists.
Personalization
You can easily personalize the content
of your multimedia messages (e.g., a
weekly e-newsletter) to ensure that they
are relevant to individual customers. For
example, you can:
• Embed individual information
(e.g., name and account number)
in digital communications.
• Place different graphics or render
different languages based on
demographics or known customer
preferences.
Tracking and Analysis
Easily track and report on results to
improve future digital campaigns using
basic metrics, such as click-through
rates, open rates and response rates.
You can also generate more sophis-
ticated reports and views, such as
response by geography.
Because the solution is built on an
integrated marketing platform, you can
analyze multimedia digital campaigns in
a broader context that’s relevant to both
the customer and the overall marketing
department. For example, you can:
• Examine how the ROI and response
rates of an SMS cross-sell campaign
compare to a similar direct mail cross-
sell campaign.
• Determine the impact of email cam-
paign viewing rates on customer
value.
• Analyze aggregate email response
and conversion rates by likelihood of
attrition in order to identify potential
targets for a new loyalty campaign.
Complete Integration with
SAS® Customer Intelligence Solutions
SAS Digital Marketing can operate
standalone or as part of a fully inte-
grated campaign management solution
– whichever way fits with your broader
marketing strategy.
SAS Digital Marketing fully integrates
with SAS Customer Intelligence solu-
tions, a comprehensive suite of enter-
prise marketing solutions that enable
you to analyze, plan, design, execute
and measure offline and online market-
ing activities.
Full integration with SAS Marketing
Operations Management – particularly
the Digital Asset Manager module –
enables you to:
• Define and reuse email templates to
avoid rework and duplication of effort.
Key Features
Digital Marketing Best Practices
• Single control point for email, mobile and Web delivery.
• Simple, shared content repository supports images, links, audio, video and virtually any type of
digital content.
• Real-time response measurement and reporting – see delivery, click-through and conversion
rates live so you can adjust communications and improve response rates on the fly.
• Flexible opt-in/opt-out support.
• Email response tracking and reporting.
• Integration with broader marketing platform, SAS Customer Intelligence, for comprehensive,
cohesive online, offline and mobile marketing strategy.
Personalization
• Easy-to-use, in-line content editor includes the ability to:
– Edit and test content for multiple channels simultaneously.
– Personalize messages and subject lines using conditional content and data.
– Default to standard content (e.g., “Dear Customer”) when conditions are not met.
– Easily use content from your favorite editor (Dreamweaver, Photoshop, etc.).
• Supports a high degree of reusability and easy customization – push a button to insert a vari-
able, “IF” statement, image and more.
Reporting
• Includes more than 40 out-of-the-box, Web-based reports.
• Easy to customize and add new reports to meet your specific business needs.
• Supports SAS Customer Intelligence common reporting data model for deeper customer
insights and consistency across all marketing programs.
Integration
• Synchronized application-level integration with SAS Customer Intelligence.
• Digital messages can support one or many campaigns.
• Supports SAS Customer Intelligence common reporting data model for true end-to-end tracking.
• Leverages SAS campaign management, analytics, optimization and reporting capabilities.
Other technical highlights
• Accesses relational data sources (e.g., Oracle, DB2, Teradata).
• Highly scalable, grid-enabled Java application.
• Supports communications in any language, including double-byte character sets, such as
Chinese.
• No replicating or synchronizing of data is required; shares the same tables as your campaign
management system or list management tool.
• Installs in a less than one day, and can be up and running in less than one week.
• Control distribution and use of your You can also synch SAS Digital Market-
digital assets using a simple, shared ing with both inbound and outbound
content repository that supports campaign management solutions from
virtually any type of digital content – SAS, which makes for an easy transi-
images, links, audio, video, etc. tion from campaign workflow design
• Easily retrieve content from SAS in inbound or outbound campaign
Marketing Operations Management management to execution in SAS
via a common interface, modify the Digital Marketing – using creative
content for use in an email broadcast, content that you pull from SAS Market-
then share it with others by posting it ing Operations Management.
back to the digital asset management
module for others to use.
Administration and Security

All digital assets and broadcasts (email

and SMS) are business-context aware,
so that individual business divisions can
control and manage their broadcasts
discretely. An administrator can config-
ure user rights, reply, response, audit,
link and opt-out tables that are specific
to each business context.

Access is controlled at a granular level,

and only the broadcast owner has ac-
cess permission, unless it is specifically
granted by the owner to another user.

Outsourcing
Easily track personalization variables, responses, click throughs, opens and other important
If outsourcing your digital marketing needs email metrics.
makes sense for your business, SAS
Solutions OnDemand provide hosted
delivery that’s both flexible and cost-
effective. SAS Solutions OnDemand
offer reliability, low risk and fast “time to
solution” with minimal investment, along
with a comprehensive solution develop-
ment and deployment program.

With written guarantees of solution and

system availability, SAS Solutions On-
Demand are the clear choice for your
organization’s digital marketing and
broader customer intelligence needs.

For More About SAS® Digital

Marketing
Detailed reporting allows users to understand delivery, replies, and link results from custom date
To learn more about SAS Digital ranges across all broadcasts.
Marketing, download white papers,
view screenshots and see other re-
lated material, please visit sas.com/
digitalmarketing. For information on
configurations and system require-
ments, please contact your local
SAS sales representative.

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