SAS Acquires Assetlink

SAS, the business analytics software and services provider, is acquiring India-headquartered Assetlink, the marketing resource management (MRM) company. Combining SAS Customer Intelligence offerings with Assetlink’s marketing resource management solutions into an integrated marketing management platform will make it easier for marketers to plan, create and optimise marketing programs. With Assetlink, SAS helps manage and optimise marketing operations through more efficient asset management, increased measurement capabilities and improved financial reporting.

“SAS’ powerhouse analytics help companies identify areas to improve marketing, build stronger customer relationships and increase profitability. Bottlenecks in budgeting, planning and resource allocation can hinder effective marketing,” said Sudipta K Sen, Regional Director – South East Asia and CEO & Managing Director – SAS Institute (India) Pvt. Ltd: “Combining Assetlink’s marketing resource management capabilities with SAS’ leading customer intelligence solutions helps organisations identify what’s working and what needs improvement. Marketers can be more efficient, while delivering smarter campaigns on a larger scale than would otherwise be possible.”

“Data collected by marketing operations management solutions is a rich source of information,” said Chetan Saiya, CEO of Assetlink. “By applying powerful SAS Analytics to the data captured by Assetlink, CMOs and marketing professionals can discover how to get more out of their marketing resources and identify new opportunities from which to wring value.”