Business intelligence firm SAS has launched new data analytics software for both marketing professionals and revenue managers, while also updating its High-Performance Analytics Server with support with Hadoop.
The announcements were made at the firm's Premier Business Leadership Series in Las Vegas.
The SAS High-Performance Analytics Server now uses the Hadoop Distributed File Sytem (HDFS) to run analytics on business data in a matter of seconds, it claimed.
The update follows SAS's promise earlier this year to increase its use of Hadoop.
"SAS has ramped up R&D on our high-performance analytics family," said Jim Davis, SAS senior vice president and chief marketing officer.
"These latest enhancements, including additional support for Hadoop and HDFS, make it easier to achieve value from big data."
Customers running the High-Performance Analytics Sever on database appliances from Teradata or EMC Greenplum, using SAS Enterprise Miner, will now be able to build predictive models even faster based on large data volumes, according to the firm.
Customers can also include even larger unstructured data in their analytics, such as that of social media, when using the analytics products with use of SAS Text Miner.
Meanwhile, SAS High-Performance Marketing Optimisation will allow businesses to analyse tens of millions of rows of customer data within minutes, and allow marketers to perform "what-if" scenarios.
SAS promised customers that the software will help them maintain competitive advantage by using time, money and resources more effectively.
To achieve dynamic personalised marketing, marketers must increasingly factor in a staggering number of variables and constraints, such as budgets, contact preferences, channel capacities and policies," said Wilson Raj, director of global customer intelligence at SAS.
"By accelerating these complex optimisation efforts from days and hours to mere minutes - not just on samples but entire data sets - SAS helps businesses analyse, test and implement the best decisions to meet ROI objectives."
The software for revenue managers, particularly those in the hospitality industry, is aimed at helping organisations act quickly on decisions that affect pricing.
SAS said its Revenue Management and Price Optimisation Analytics could help hotels assess how competitors' prices affect demand for hotel rooms or help theatres strategically drop prices to fill seats.
"By injecting new analytics techniques, using more data and leveraging faster processing power, SAS magnifies the advantage of forecasting and optimisation," said Kelly McGuire, SAS hospitality and travel global practice executive director.
"This empowers companies to boost revenue lift more than is possible with traditional revenue management analytics."
Cotton seedling freezes to death as Chang'e-4 shuts down for the Moon's 14-day lunar night
Fortnite easily out-earns PUBG, Assassin's Creed Odyssey and Red Dead Redemption 2 in 2018
Meteor showers as a service will be visible for about 100 kilometres in all directions
Saturn's rings only formed in the past 100 million years, suggests analysis of Cassini space probe data
New findings contradict conventional belief that Saturn's rings were formed along with the planet about 4.5 billion years ago