SAS Social Media Analytics Takes Social Media Marketing To The Enterprise

Global corporations are seeking ways to convert social media data into better customer relationships, stronger customer service, enhanced marketing efforts and improved bottom-line results. They are struggling to derive practical insight from a flood of online conversation data and apply it to real-world decisions. Corporate marketers and agencies want more than the current one-size-fits-all offerings. They want to integrate social data across all areas of their businesses, answer key questions, and apply the answers to specific business decisions. SAS, the leader in business analytics, understands what social marketers require from online conversation data and is offering new software to make the business benefits of embracing social media a reality.

SAS Social Media Analytics is the first enterprise solution designed to meet the needs of marketers in medium and large companies. It helps them understand, predict and act based on social media data. With the ability to archive and analyze more than two years of social media conversations from Facebook, Twitter, YouTube, discussion forums, blogs and more, SAS' new on-demand software shows marketers how people feel about their products or brands, who is influencing them, and how social media conversations affect business results. They can immediately apply answers to brand strategies, media placement, public relations and customer care activities.

"SAS' new social media solution is a game changer," said Katie Paine, CEO of KDPaine & Partners. "I never thought automated measurement could achieve this level of accuracy, and so seamlessly integrate human coding to deliver the precision customers demand. With its analytics expertise, its big-picture view of measurement, and its technological know-how, SAS's entry into this marketplace will bring this industry to a whole new level. One in which marketers won't just be able to measure more, but better, and deliver more accurate, actionable information on which to base their decisions."

SAS Social Media Analytics is built on SAS' strengths in advanced analytics and data integration. SAS Social Media Analytics offers seven distinct advantages:

• Enterprise-level capabilities – SAS Social Media Analytics can collect and analyze huge quantities of data, both structured and unstructured, from internal and external sources. Integrating with CRM and marketing systems, the solution aligns social media monitoring with overall business strategy and tactics.
• A long-term view – SAS Social Media Analytics maintains a continuous archive of online data stretching back more than two years at the start, building over time the ability to understand trends and update historical analyses based on new information.
• Predictive analytics – The software delivers the ability to quantify influence, forecast future volume of social media conversations, and then predict their impact on the business. This helps companies allocate resources, create "what-if" scenarios and correlate key marketing metrics like brand preference, Web traffic, online campaign effectiveness and media mix.
• Extensible Language Processing – Statistical models miss colloquialisms and slang. Unlike "black-box" offerings, SAS lets marketers and analysts adjust the rules that assign sentiment to topics and apply subject-matter expertise to improve statistical approaches and better classify text. This hybrid approach provides more accurate sentiment extraction rules that give a more complete picture of customer likes and dislikes and better answers to business questions.
• Multi-language support – SAS Social Media Analytics can understand and classify conversations in 13 distinct languages including Arabic, Chinese, Dutch, English, French, German, Italian, Japanese, Korean, Polish, Portuguese, Spanish and Swedish.
• Ability to take action – Even the best data analysis is only useful if it reaches decision makers on time, in an easily understood manner. SAS Social Media Analytics delivers real-time insights through Web-based dashboards, reports and workflow-enabled alerts. This enables organizations to respond in a timely and consistent fashion across brands, business units and service groups.
• Industry expertise – SAS has customers in nearly every industry. SAS Social Media Analytics reflects our understanding of those fields and provides industry-specific language processing to ensure higher accuracy and relevance.

"SAS' expertise is analytics. Analyzing social media for business insights is the perfect fit for SAS," said Alan Webber, Partner at Altimeter Group LLC. "With SAS Social Media Analytics companies can understand who is doing what, where, and why in social media. With this new solution SAS has an opportunity to redefine the social media analytics space."

"Consumers are online right now talking about your products and services, their experience, and their likes and dislikes. Smart marketers aren't just listening to online chatter; they are analyzing it to better focus resources and build engagement and loyalty," said Mark Chaves, Director of Media Intelligence solutions at SAS. "SAS Social Media Analytics helps marketers combine data from online conversations with other data to build a more complete picture of each customer. And then use these analytically driven insights to predict and act."

SAS Social Media Analytics is being offered as an OnDemand solution. Like other SAS Solutions OnDemand, this offering gives business users all the analytical power of SAS with the ability to get the solution up and running quickly. And as an OnDemand solution, it is available globally today.

Today's announcement was made at SAS Global Forum, the world's largest gathering of SAS users, attended by more than 3,000 business and IT users of SAS software and solutions.

About SAS
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions delivered within an integrated framework, SAS helps customers at more than 45,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW.

SOURCE: SAS