By using SAS Analytics to target its marketing campaigns more precisely, the National Geographic Society has seen a return on investment of 200 to 300 percent, with the best-performing customer segments realizing 50 percent overall campaign performance improvement. 

One of the biggest challenges for National Geographic is optimizing marketing efficiency across multiple departments and product lines. The answer: Gather customer information into one central marketing database that provides a 360-degree view of its customers.

“We handle marketing analysis for our direct-response divisions – magazines, books, videos, catalog, e-mail and travel,” said David Harkness, National Geographic’s Marketing Analysis Manager. “It all converges in the marketing database. By gathering transactional data we get a single view of what, where and how often a customer is interacting with us. Predictive analytics from SAS help us better understand our customers and determine which products and offers are the most relevant.

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