SAS, following a strategic plan to buy complementary technologies, announced that it has acquired the business of Intrinsic, a UK-based campaign management software firm. The acquisition, for an undisclosed amount, follows a successful partnership through which SAS and Intrinsic developed the end-to-end SAS Solution for Enterprise Marketing Automation (EMA). The partnership was announced last June, when SAS invested $5.78 million in Intrinsic.
“We recently announced a strategy to begin acquiring technology that complements our solutions when it will help us bring those solutions to market more quickly,” said Dr Jim Goodnight, SAS president and CEO. “Our initial partnership with Intrinsic proved that we can be very successful offering an end-to-end analytic CRM solution. We see great potential for growth in this sector, and the acquisition of Intrinsic ensures the continued success of our EMA solution.”
Marketers now have the ability to control, from their desktops, all aspects of a campaign from start to finish. The solution eliminates unproductive marketing and automates tasks associated with campaign management, communications and reporting. It can also apply the results of one campaign to the refinement of the next one.
“The acquisition of Intrinsic, one of the leading European campaign management tools, by SAS, one of the world’s leading data mining vendors, should enable the creation of a compelling enterprise marketing automation solution.” said Gartner analyst Gareth Herschel.
“The acquisition of Intrinsic by SAS means that we will now have available to us the full global resource of one of the world’s leading software vendors,” said Shaun Doyle of Intrinsic. “This will mean improved solutions for our customers and will allow more organizations to benefit from SAS’ EMA solution, which incorporates Intrinsic’s campaign management technology.”
“As a long-standing customer, Direct Line is looking forward to consolidating its relationship with SAS as its new, single supplier,” said Jim Wallace, marketing director for Direct Line. “The acquisition is a natural progression for Intrinsic from its current partner relationship with SAS.”
Intrinsic is an Enterprise Marketing Automation specialist that helps companies enhance their relationships with their customers through improved coordination and targeting of in- and out-bound marketing communications over multiple channels such as call centers, email and direct mail. The company was founded in 1993 and grew rapidly to become the leading specialist in multi-channel enterprise marketing automation.
SAS is the world leader in eIntelligence software and services, enabling its customers to turn raw data – including the vast quantity generated by eBusiness – into usable knowledge. Software from SAS, the world’s largest privately held software company, is used at 35,000 business, government and university sites in 110 countries.