IT links CRM, analytical tools to keep customers

Companies are increasingly looking to tie traditional CRM systems to analytical tools to retain and boost the value of customers, according to users at SAS Institute Inc.'s BetterManagement Live Worldwide Business Conference 2005 here this week.

Aegon Direct Marketing Services Inc., the Baltimore-based direct marketing arm of Aegon USA Inc., this week began a year-long rollout of SAS CRM and analytical tools that will replace four legacy CRM systems that run marketing campaigns at four locations.