SAS buys behavioral analysis engine
SAS Institute Inc., Cary, N.C., has acquired certain technology assets of
Verbind, a maker of real-time behavioral tracking and event-triggering
technology. Terms of the deal were not disclosed.
SAS officials said plans call for the Verbind technology to be integrated
into the SAS Interaction Management toolset as part of an effort to enable
organizations to determine in real time the significance of changes in customer
behavior across multiple channels and when those changes will occur.
By extending the real-time interaction management capabilities of the
Interaction Management system, SAS officials say the offering will over time be
able to provide individualized behavior-based tracking. The added capabilities
can generate even more relevant insight for more successful customer
interactions, SAS officials contend.
'With the extension of our interaction management solution, SAS is taking
analytical CRM to a new level of sophistication,' contends SAS CEO James
Goodnight. He said he expects the combined technologies can provide 'a robust
framework for organizations to leverage intelligence in real-time to drive
effective decision-making throughout the enterprise.'
Lexington, Mass.-based Verbind (http://www.verbind.com) was founded in 1997
and began shipping the LiftTime real-time behavior analysis and event-triggering
engine. The venture-funded firm hired former Banyan Systems CEO David Mahoney as
chief executive in May 2001. The SAS acquisition follows a partnership between
the two companies.
Analysts said the move made sense for SAS. 'There is a need to integrate
detection with analysis and business logic to understand the customer situation
and recommend the appropriate response,' said Gareth Herschel, senior research
analyst at Gartner Inc., a Stamford, Conn.-based research firm. 'However, for
the message to be relevant, there may only be a small window of opportunity that
must be seized. The integration of behavior-tracking technology with analytic
and campaign management solutions should enable the swiftest reaction between
the customer event and the enterprise's response.'
Mike Bucken is former Editor-in-Chief of Application Development Trends magazine.