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SAS enables customer-centric marketing communication for HF Holidays


LONDON – World leading walking and cycling holiday specialists, HF Holidays , has chosen SAS® Marketing Automation software as the foundation for improving its marketing communications. SAS’ customer-centric marketing software will enable HF Holidays to create better targeted direct mail campaigns and e-newsletter offers to its customers, based on accurate customer data. Using SAS, the company aims to accelerate growth by an additional 5-10 percent within the next 5 years through better targeted mailings.

HF Holidays turned to SAS for a more powerful and sophisticated customer profiling system to improve targeting and personalisation of its marketing communications. SAS, the leader in business analytics, will provide HF Holidays with comprehensive data management, campaign management and advanced customer analytics in one integrated solution.

SAS will integrate data from several separate databases within HF Holidays, significantly improving the quality and accuracy of its customer information. This centralised platform will enable the company to generate accurately targeted campaigns, as well as understand and track customer responses and campaign success, whilst saving time and increasing efficiency.

Aimee Hart, Communications Manager at HF Holidays states: “SAS’ complete marketing solution will provide us with a holistic approach to marketing to our customers. With SAS we will be able understand all of our customer data and gather insight into their behaviour. We believe that our marketing campaigns will be more accurate, efficient and successful.”

Ian Manocha, Managing Director of SAS UK, states: “The leisure industry is a real growth area for SAS. We have recently expanded our footprint in this market by acquiring IDeaS Revenue Optimisation and forming a new Profit Optimisation Global Practice, showing that we take this market incredibly seriously. It is highly competitive with a diverse customer base; holiday companies need technology that provides the best way of communicating with customers to lift them above the competition. SAS software has proved it can do just that.”

SAS’ software is currently being installed by consulting partner, Ellion Insight, the travel technology firm. Ellion Insight is providing the analysis, project management and implementation of the system.

About SAS
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. With innovative business applications supported by an enterprise intelligence platform, SAS helps customers at 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®


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