This course teaches you how to use SAS Marketing Optimization to develop marketing scenarios and interpret the results of the optimization analysis.

Learn how to

• describe the business problems that SAS Marketing Optimization can help solve
• navigate SAS Marketing Optimization
• input data
• create and optimize a scenario
• maintain a model.

Who should attend

Analysts and other marketing professionals who will use SAS Marketing Optimization to plan and optimize outbound customer communications in order to maximize economic outcomes

Formats available	Standard Duration
Classroom:	2.0 days

Before attending this course, you should have experience planning marketing campaigns and using spreadsheets. SAS programming experience is not required.

This course addresses SAS Customer Intelligence Tools, SAS/STAT software.

Getting Started

• overview of the marketing optimization problem
• major features of SAS Marketing Optimization
• SAS Marketing Optimization interface tour

Input Data for SAS Marketing Optimization

• required and optional data tables
• using the Create Input Data Wizard to load input data

Creating and Optimizing a Scenario

• creating a project
• creating and optimizing a scenario
• evaluating scenarios
• comparing scenarios
• publishing reports
• directory structure

Scenario Modeling

• copy, rename, and delete
• filters and measures
• scenario modeling

The Gotham Bank Project

• the Base Scenario
• the Bounded Offers Scenario
• infeasible scenarios

Model Maintenance

• working with solutions and scenarios
• importing and exporting scenarios (self-study)
• refreshing input data
• scheduling jobs (self-study)

Advanced Topics

• customer and household-level constraints and contact policies
• optimization parameters
• mandatory communications and contact history (self-study)