Confused.com, the UK price comparison site, has selected SAS, the business analytics software and services firm, to support continued growth through better understanding and segmenting of its millions of customer contacts. Using SAS analytics, Confused.com will improve customer insight and make more targeted and relevant contact with them, thereby increasing the number of new customers and improving customer retention. The company will be able to open up additional marketing channels, optimise marketing campaigns and work towards providing online product referrals.
Increased competition among other aggregator and price comparison websites, alongside higher TV advertising costs, has driven this change. Moreover, the recession has meant that consumers want to shop around even more, further increasing traffic to Confused.com’s website. This increased traffic has created the opportunity to become far smarter in targeting, to improve customer uptake and response rates.
Tom Beverley, customer director at Confused.com, said: “Our main requirements from SAS are to reduce our cost of offer, bring down marketing costs, improve cross-sales with other products on the site, and increase retention. We want to improve the level of customer insight and are developing a lot of personal finance products that require better one-to-one targeting.”
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