To demonstrate its commitment to marketing automation and customer analytics, SAS says it has formed a “Marketing & Customer Analytics Practice” within its operations in the Americas.

This practice will include sales, application analysis and pre-sales support, customer installation and implementation services and business and partnership development, according to SAS.

SAS has more than 40 marketing automation installations around the globe. Significant marketing automation customers for SAS include Provident Bank, Sprint, MTN and First National Bank of South Africa.

“These customers know that breadth and depth of the analytical technology along with company experience and stability are among the most important factors in choosing a vendor for a successful marketing automation project,” David Macdonald, director of the new practice, said in a statement. “No-one can match SAS’ ability to seamlessly integrate analytical, multi-dimensional and campaign data and turn the derived customer intelligence into effective, profitable, marketing campaigns. The formation of the Marketing & Customer Analytics Practice provides us with the foundation to support our customers and ensure their success. SAS Marketing Automation is a natural extension of our leadership in data warehousing, data mining and analytics.”

Based on a data management infrastructure, SAS says its Marketing Automation transforms multi-channel customer data into a single customer view that serves as the foundation for marketing initiatives with campaign management. The email marketing component delivers high-volume, opt-in email campaigns that provide a personalized communication. Additionally, Reporting and Response Management enables the development and deployment of information reports via the Web into front office systems.