SAS and RADICA join hands for integrated data platform

Business analytics software and services company SAS and RADICA Systems has unveiled campaign management platform CRM Analytics Solution in Hong Kong.The platform will integrate RADICA's capabilities for collecting and analysing customer behavioural data from digital channels such as social media, mobile chat apps, email and SMS, with that of SAS from traditional channels into a single user interface."Information, transactions and data on WeChat, SMS and email can be integrated and consolidated on the same platform. In some cases, there are identifiable customers and brands can conduct one-on-one dialogue with them," Wilfred Wah, chief operations manager at SAS Hong Kong, said.Wallis Chan, director of sales and service at RADICA, explains that data where customers are identifiable is gathered with consent given when the user opts into using digital platforms by agreeing to terms and conditions.Identifiable customer data is used more for research or to facilitate campaigns whereas behavioural data where the user cannot be identified is used directly for campaigns.The platform will be offered in Hong Kong, with possible plans to enter mainland China, starting with Tier One cities, at least six months after the launch.A pre-requisite for plans to enter the China market, however, is a clarification of varying privacy laws in different jurisdictions in the mainland.“This new partnership with RADICA demonstrates our commitment to the augmentation of our big data marketing campaign management capability,” said Wilson Ho, general manager at SAS Hong Kong.The integration and supporting marketing consultation services for the platform will be provided by RADICA.[Image]: Shutterstock