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OPSM Deploys SAS Marketing Automation to Enhance Customer Relations
SAS, a provider of customer intelligence solutions, announced that OPSM, an optical retailer in the Asia-Pacific region, has transformed its approach to direct marketing through SAS® Marketing Automation.
According to Jeff Falkoff, marketing development manager at OPSM, “We knew that our database of over 4 million customers in Australia and New Zealand was a potential strategic asset that was being under-utilised. Our communications to customers were infrequent and results of direct campaigns were difficult to measure. We saw potential to add value to our existing customers’ experience by improving the quality and relevance of interactions.
According to Jeff Falkoff, marketing development manager at OPSM, “We knew that our database of over 4 million customers in Australia and New Zealand was a potential strategic asset that was being under-utilised. Our communications to customers were infrequent and results of direct campaigns were difficult to measure. We saw potential to add value to our existing customers’ experience by improving the quality and relevance of interactions.
”
Following an extensive evaluation of providers in this space, OPSM chose SAS and set about determining the value of investing in SAS Marketing Automation.
This was achieved by running test campaigns, which generated outstanding results.
Falkoff continued, “In one instance, we sent the same creative and offer to a group selected by OPSM and a group selected using the SAS solution. We then compared responses from each group against a random control group. The SAS group delivered a 285 percent lift above the control group response rate, versus a 35 percent lift from the manually selected OPSM group.”
Having implemented the solution in just five months, OPSM is continuing to realise significant measurable benefits, both in terms of campaign ROI and marketing productivity.
“The SAS solution has enabled us to develop a more strategic view of customer communications and relationships. We can now define more targeted campaigns based on customer needs, determining the customers that are most likely to respond, which in turn reflects in improved ROI for each campaign,” he said.
After focusing on what communications work with their newly defined customer segments, OPSM marketers can now turn campaigns around faster and measure the success of live campaigns to continually improve ongoing performance.
SAS’ closed-loop marketing ensures that the relationship strategy is constantly evolving so improved results on campaign ROI and customer insights mean that, rather than conducting mass mailings, OPSM now executes smaller, more targeted and more frequent campaigns.
"This ensures that precious marketing dollars are spent where the most impact is felt, and customers receive more relevant communications,” Falkoff added.
Analytical insights gained through the solution are affecting many aspects of the OPSM business, not only are direct marketing campaigns becoming more strategic, but these insights have applications in above the line campaigns, in store process redesign and improvement of back-office procedures.
Initial success with SAS has ensured that OPSM will be rolling out the new software to other brands, Laubman and Pank, and Budget Eyewear, as well as to their Asian businesses.
Following an extensive evaluation of providers in this space, OPSM chose SAS and set about determining the value of investing in SAS Marketing Automation.
This was achieved by running test campaigns, which generated outstanding results.
Falkoff continued, “In one instance, we sent the same creative and offer to a group selected by OPSM and a group selected using the SAS solution. We then compared responses from each group against a random control group. The SAS group delivered a 285 percent lift above the control group response rate, versus a 35 percent lift from the manually selected OPSM group.”
Having implemented the solution in just five months, OPSM is continuing to realise significant measurable benefits, both in terms of campaign ROI and marketing productivity.
“The SAS solution has enabled us to develop a more strategic view of customer communications and relationships. We can now define more targeted campaigns based on customer needs, determining the customers that are most likely to respond, which in turn reflects in improved ROI for each campaign,” he said.
After focusing on what communications work with their newly defined customer segments, OPSM marketers can now turn campaigns around faster and measure the success of live campaigns to continually improve ongoing performance.
SAS’ closed-loop marketing ensures that the relationship strategy is constantly evolving so improved results on campaign ROI and customer insights mean that, rather than conducting mass mailings, OPSM now executes smaller, more targeted and more frequent campaigns.
"This ensures that precious marketing dollars are spent where the most impact is felt, and customers receive more relevant communications,” Falkoff added.
Analytical insights gained through the solution are affecting many aspects of the OPSM business, not only are direct marketing campaigns becoming more strategic, but these insights have applications in above the line campaigns, in store process redesign and improvement of back-office procedures.
Initial success with SAS has ensured that OPSM will be rolling out the new software to other brands, Laubman and Pank, and Budget Eyewear, as well as to their Asian businesses.
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