Combining SAS Customer Intelligence offerings with Assetlink's leading marketing resource management solutions into an integrated marketing management platform will make it easier for marketers to plan, create and optimise marketing programs, a company statement said here.
Financial details of the deal were not revealed.
The acquisition positions SAS as a leader within integrated marketing management (IMM), which refers to an increasingly prevalent strategy of integrating people, processes and technologies.
According to analyst firm Gartner, by 2014 organisations that develop an integrated marketing strategy "will deliver a 50 per cent higher ROMI (return on marketing investment) than those that don't."
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