From:
Smarter campaign management boosts popularity of company's magazines, books, television, websites
CARY, NC (Feb. 14, 2011) - Meredith Corporation, the largest media and marketing company serving American women, is using
SAS Analytics to drive growth.
Meredith's iconic national brands include Better Homes and Gardens, Parents, Family Circle, Ladies' Home Journal, Fitness, More and American Baby, along with television stations in fast-growing markets. Providing a clearer picture of consumer behavior and preferences, SAS Analytics helps Meredith improve campaign response and customer retention.
"Today's customers control much of the content they receive and can generate their own media," said Casey Showalter, Director of Database Marketing. "As a data-driven organization, we needed more clarity about our audience's desires and behaviors to determine how best to use our media assets. SAS Analytics gives us that insight and is helping us successfully grow audiences and pursue new business opportunities."
"The audience insights from SAS span media assets, so that Meredith can personalize their audience's experience and improve campaign return on investment," said Becca Goren, Worldwide Marketing Manager for Communications and Media at SAS. "Those business advantages are why eight of the top 10 media companies use SAS Analytics to optimize content and monetization strategies across media channels."
Analytics spurs growth, innovation
Results came quickly for Meredith. SAS boosted new customer acquisition, customer reactivation and cross-promotion for Meredith's magazines, books, television stations and websites. During 2010, readers of Meredith's measured magazines grew to 113 million; Meredith's television stations increased ratings while unique visitors and page views across Meredith's 60 websites rose approximately 20 percent each.
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