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Gilt Groupe increases marketing response rate with SAS
22
Nov '11
Nearly four years ago Gilt Groupe, an innovative online shopping destination, launched operations armed with an email list of 15,000 prospective customers. That contact list has blossomed into millions of prospects.

To reach those prospects, Gilt Groupe - called the “darling of luxury-obsessed bargain hunters” by FastCompany magazine - uses SAS, the leader in business analytics software and services, to analyze behavioral information that targets individual marketing campaigns to most-likely-to-respond customers.

Gilt Groupe, chosen as the Direct Marketing Association's 2011 Marketer of the Year, offers members special access to fashion, home décor and travel experiences. “With SAS, we can figure out which sales will appeal to which customers based on their shopping preferences and online behavior,” said Tamara Gruzbarg, Gilt Groupe's Senior Director of Customer Analytics and Research.

“We've been able to identify customers who originally came to us via the women's apparel site but who may be interested in making purchases on the men's site, too. We've had a 100 percent increase in conversion targeting these customers with cross-shopping campaigns.”

Among the successes:
• Increased engagement from customers browsing in new merchandise categories who had not purchased in those categories.
• A 100 percent lift in conversion for women likely to shop the men's site (as identified by predictive model) but had not yet purchased men's merchandise.
• A significant positive impact on new member conversion rates. This is a measure of customers who join but haven't purchased.

In addition, SAS Analytics helps Gilt Groupe determine what products or promotions spike member interest online. Analytics helps track members' average time on-site, purchase frequency, the most-viewed products, and when the consumer abandons shopping.

All of the analyses are available to the marketing and merchandising staff via a dashboard with 55 to 60 different metrics – a 90 percent increase over the metrics available previously. Forecasts and planning are done on a weekly basis – something that wasn't possible before, which Gruzbarg says “is definitely influencing our marketing processes.”

SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 50,000 sites improve performance and deliver value by making better decisions faster.

Gilt Groupe provides instant insider access to today's top designer labels, at up to 60% off retail. Become a member and find something new every day for women, men, kids and home as well as exclusive local services and experiences, and one-of-a-kind travel packages.

SAS

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