By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    data Analytics instagram stories
    Data Analytics Helps Marketers Make the Most of Instagram Stories
    15 Min Read
    analyst,women,looking,at,kpi,data,on,computer,screen
    What to Know Before Recruiting an Analyst to Handle Company Data
    6 Min Read
    AI analytics
    AI-Based Analytics Are Changing the Future of Credit Cards
    6 Min Read
    data overload showing data analytics
    How Does Next-Gen SIEM Prevent Data Overload For Security Analysts?
    8 Min Read
    hire a marketing agency with a background in data analytics
    5 Reasons to Hire a Marketing Agency that Knows Data Analytics
    7 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: First Look – SAS Customer Intelligence
Share
Notification Show More
Aa
SmartData CollectiveSmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Business Intelligence > CRM > First Look – SAS Customer Intelligence
Business IntelligenceCRMPredictive Analytics

First Look – SAS Customer Intelligence

JamesTaylor
Last updated: 2011/01/04 at 3:00 PM
JamesTaylor
5 Min Read
SHARE

I got a quick update from the customer intelligence folks at SAS recently. Customer Intelligence is SAS’ largest solution line (with dedicated sales, marketing and engineering) and they are projecting to have a record year in 2010. SAS describes their SAS  Customer Intelligence Suite as providing three core benefits for organizations, each based on a set of enabling technologies SAS customers have used to get increasingly sophisticated over time:

I got a quick update from the customer intelligence folks at SAS recently. Customer Intelligence is SAS’ largest solution line (with dedicated sales, marketing and engineering) and they are projecting to have a record year in 2010. SAS describes their SAS  Customer Intelligence Suite as providing three core benefits for organizations, each based on a set of enabling technologies SAS customers have used to get increasingly sophisticated over time:

  • Deepening customer insight
    Capabilities include those that deal with integrating quality data around customers, and better harnessing that customer data through exploration, profiling, segmentation and predictive analytics. SAS products in this space include SAS Marketing Automation, SAS Web Analytics, SAS Marketing Optimization, SAS Social Media Analytics, SAS Profitability Management, SAS Customer Link Analytics and SAS Marketing Analytics.
  • Choreographing customer interaction
    Capabilities include optimizing strategies to engage customers in a multichannel marketing environment, as well as dealing with competing contact policy, channel and budget constraints through their optimization solution. SAS products in this space include SAS Marketing Automation, SAS Digital Marketing, SAS Interaction Management, SAS Real-time Decision Manager and SAS Marketing Operations Management.
  • Continuously improving marketing performance
    Capabilities include measurement, reporting and optimizing the overall marketing mix . SAS products here are SAS Marketing Automation, SAS for Marketing Performance Management and SAS Marketing Mix Advisor

Despite the apparent focus on marketing inherent in the third area, many of their recent customer wins have been more focused on operations, support, service etc. This reflects a growing trend I see to talk about customer intelligence more holistically and to focus on next best ACTION not next best offer. We drilled into a couple of the products a little:

More Read

ai low code frameworks

AI Can Help Accelerate Development with Low-Code Frameworks

Tackling Bias in AI Translation: A Data Perspective
How AI is Boosting the Customer Support Game
AI-Based Analytics Are Changing the Future of Credit Cards
Enterprises Are Leveraging the Benefits of AI-Driven ERPs

SAS Marketing Automation is in many ways the baseline product – designed to produce better marketing ROI. It lets marketers create, modify and manage simple or sophisticated multichannel marketing campaigns with target segments, selection rules, meaningful tests, scheduling, channel selection etc.

SAS Marketing Optimization is focused on maximizing economic outcomes by making the most of each customer communication – optimizing across complex contact policies and focusing on the most profitable actions to increase channel effectiveness. Marketing users can define constraints, contact policies, define alternative scenarios for different costs etc.

SAS Customer Experience Analytics evolved from the web analytics tool that SAS had used for many years. SAS found that for marketers and customer insight groups, pure web analytics were not a pain point. What they needed was something to tie customers’ behavior on the website to everything else about them. Customer Experience Analytics is based on Speed Trap which has a tagless scripting methodology to gather really detailed information on what people are doing on a website. SAS takes this data and drives into an analytic structure allowing customers to develop SAS analytics on customer data that is linked to web data. This allows you to find patterns of anonymous visitor behavior, tie this behavior to customer behavior (even retroactively) and then treat even anonymous customers better as a result. I liked this focus as it felt aligned with my recent discussion of focusing on decisions not web analytic reports and my recent webinar on the need for more than BI and web analytics (recording).

Customer decisioning is a big focus for me – the need to make customer-centric decisions across channels is what drives a lot of my clients to adopt Decision Management in the first place – so it was good to see SAS’ investment in this area.

Copyright © 2011 http://jtonedm.com James Taylor

JamesTaylor January 4, 2011
Share This Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

ai low code frameworks
AI Can Help Accelerate Development with Low-Code Frameworks
Artificial Intelligence
data Analytics instagram stories
Data Analytics Helps Marketers Make the Most of Instagram Stories
Analytics
data breaches
How Hospital Security Breaches Devastate Local Communities
Policy and Governance
analyst,women,looking,at,kpi,data,on,computer,screen
What to Know Before Recruiting an Analyst to Handle Company Data
Analytics

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

ai low code frameworks
Artificial Intelligence

AI Can Help Accelerate Development with Low-Code Frameworks

12 Min Read
data perspective
Big Data

Tackling Bias in AI Translation: A Data Perspective

9 Min Read
How AI is Boosting the Customer Support Game
Artificial Intelligence

How AI is Boosting the Customer Support Game

6 Min Read
AI analytics
AnalyticsArtificial IntelligenceExclusive

AI-Based Analytics Are Changing the Future of Credit Cards

6 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

AI chatbots
AI Chatbots Can Help Retailers Convert Live Broadcast Viewers into Sales!
Chatbots
ai is improving the safety of cars
From Bolts to Bots: How AI Is Fortifying the Automotive Industry
Artificial Intelligence

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?