SAS, the world's largest non-listed software company, announced at the 18th SAS European Users Group (SeUGI) in Dublin that it has acquired a lb4 million stake in Intrinsic, a UK-based database marketing software specialist.
The deal allows SAS to sell Intrinsic-branded Enterprise Marketing Automation products worldwide.
The agreement allows the companies to manage marketing campaigns by integrating SAS analytical customer relationship management (CRM) solutions with Intrinsic's Enterprise Marketing solutions.
This will enable the companies to target possible customers and manage marketing campaigns through traditional and online channels.
Both companies' development teams are working together to provide a single customer database for management of marketing campaigns. The integration is expected to reduce campaign set-up and maintenance costs.
"The agreement between SAS and Intrinsic will enable our joint customers to execute their CRM strategies without having to concern themselves with time-consuming product integration," says SAS Institute president Jim Goodnight.
In March last year, GE Equity, the private equity arm of GE Capital, acquired a lb4 million stake in Intrinsic, which the company says has aided its growth.
Intrinsic is setting up operations in the US and Asia Pacific in anticipation of increased sales as a result of the agreement.
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