SAS(R) Marketing Optimization: Maximizing Campaign Efficiency

Target group

Course structure

Getting Started

• Overview of the marketing optimization problem.
• Major features of SAS Marketing Optimization.
• Navigating the user interface.

Input Data for SAS Marketing Optimization

• Required and optional data tables.
• Input Data window.
• Creating input data.

Creating and Optimizing a Scenario

• Working in the Optimization Scenarios Category view.
• Scenario window.
• Creating and optimizing a scenario.

Scenario Modeling

• Filters and measures.
• Scenario modeling.

The Cross-Sell Business Problem

• Base scenario.
• Infeasible scenarios.

Additional Topics

• Customer and household-level constraints and contact policies.
• Optimization parameters.
• Contact history and mandatory communications (self-study).

Appendices

• Directory structure in SAS Marketing Optimization.
• SAS Management Console tasks.