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The National Geographic Society Uses SAS Analytics to Target its Marketing Campaigns More Precisely

Originally published July 8, 2009

By using SAS Analytics to target its marketing campaigns more precisely, the National Geographic Society has seen a return on investment of 200 to 300 percent, with the best-performing customer segments realizing 50 percent overall campaign performance improvement. 

One of the biggest challenges for National Geographic is optimizing marketing efficiency across multiple departments and product lines. The answer: Gather customer information into one central marketing database that provides a 360-degree view of its customers.

“We handle marketing analysis for our direct-response divisions – magazines, books, videos, catalog, e-mail and travel,” said David Harkness, National Geographic’s Marketing Analysis Manager. “It all converges in the marketing database. By gathering transactional data we get a single view of what, where and how often a customer is interacting with us. Predictive analytics from SAS help us better understand our customers and determine which products and offers are the most relevant.

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