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BKV leverages SAS® analytics, delivers money-saving marketing insights


With SAS, midsize marketing agency attracts more clients with high campaign-measurement needs

CARY, NC – SAS, the leader in business analytics, is helping BKV, a 200-person full-service interactive and direct marketing agency, improve efficiencies and focus on the creativity that drives client results. BKV’s analytics department is using SAS Visual Data Discovery’s advanced analytics, exploratory data analysis and interactive data visualization to optimize national direct-response campaigns. Leveraging visualization to quickly see trends and opportunities in data helps media buyers and marketers manage client campaigns – investing in the right place and the right channel for the right segment for better results. With companies spending less on marketing in today’s economy, a healthy return is paramount.

Using SAS Visual Data Discovery, intuitive, customizable graphics and visuals show BKV decision makers the information they need. “SAS streamlines reporting and analysis so, often, a few analysts can do the job of many,” said James Head, Director of Analytics at BKV’s Atlanta office. “SAS Visual Data Discovery provides the benefits of a comprehensive analytical environment without the need for a staff of programmers.”

Head already knew the SAS suite of statistical software tools and enterprise capabilities. SAS was BKV’s top choice. Three factors were pivotal:

* SAS has the most robust statistical capabilities.
* SAS connects seamlessly to SQL Server.
* SAS accepts data from multiple sources without limitations. Now, BKV can bring data into SAS from anywhere so employees need not be trained in multiple databases.

Expanded capabilities help BKV improve clients’ marketing performance

BKV streamlined reporting and continues to expand capabilities that provide higher-value analytics. “Analytics make us more efficient and effective for our clients,” Head said. “Clients trust BKV to help them invest in the most effective media. With SAS, we measure media performance directly and in real time. SAS also incorporates cutting-edge measurement techniques for non-controlled media campaigns. With the continued emphasis on analytics, BKV is well-positioned versus competitors.”

SAS Visual Data Discovery provides easy-to-use advanced analytics and exploratory data analysis with interactive data visualization, leading to better analyses, faster decisions and more effective presentations of analytic results. SAS Visual Data Discovery is based on the SAS Business Analytics Framework, which optimally integrates individual technology components within an existing IT infrastructure into a single, unified system. The resulting information flow transcends organizational silos, diverse computing platforms and niche tools – and delivers new insights that drive value for organizations.

SAS’ targeted business solutions support enterprise intelligence, financial intelligence, customer intelligence, supply chain intelligence and more. SAS also offers turnkey solutions for vertical markets such as financial services, life sciences, health care, retail, manufacturing and others.


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