Case Study: Sanoma achieves higher customer value and revenue with SAS Campaign Management

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Sanoma, the multimedia and cross-media publisher behind more than 60 magazines, 200 websites and apps, and SBS Netherlands TV channels, needed a better way to serve customers so they would stay longer, be more satisfied, and buy more. To move beyond a product-centric approach, Sanoma turned to SAS® Campaign Management to help its marketers target offers based on customer wishes, interests, and behavior across channels.

With SAS, Sanoma built analytics-driven campaigns using data from magazines, digital activity, purchases, payments, and web interactions to predict customer behavior and deliver the right offer at the right time. The results included more optimal targeting, higher response rates, increased revenue per customer, and stronger customer value; notably, one third of Sanoma’s revenue from new subscriptions now comes from database-driven campaigns.

Sanoma

Remy Kluizenaar

Consumer and Trade Marketing Manager