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In a time when customers have the say, the marketer’s challenge is to be both proactive as well as reactive in order engage the customers. Being able to drive offers and respond to concerns across channels such as social media, point of sale, and call centers is pertinent. The ability to track the response history and combine it with collected contextual data for future decision making is the main hurdle that today’s marketers must overcome in order to stay ahead of the competition. The consumer today has more presence and power than ever before, and not providing timely and insightful information detaches them immediately from their service provider. Hence, customers demands real-time interaction with the brand.
Analytics is the answer to marketers’ problems in providing real-time interaction. Real-time marketing and the ability to provide context empowers businesses to provide relevant, insightful offers, advice, and recommendations when a customer needs and wants it most. SAS Institute has it all.
The numero uno in business analytics software and services, SAS takes a unique approach when it comes to offering a personalized experience. While many vendors claim to offer real-time marketing solutions, SAS offers tangible benefits for the adaptive customer experience. Through innovative analytics, business intelligence and data management software and services, SAS helps customers across more than 80,000 sites. Since 1976, SAS has been giving customers around the world “the power to know.”
SAS leads organizations from data to discovery by making artificial intelligence (AI) technology more transparent and accessible.
While many vendors claim to offer real-time marketing solutions, SAS offers tangible benefits for the adaptive customer experience
Personalizing Customer Experience
SAS enable organizations to permeate their marketing decisions with unprecedented customer insights with its Customer Intelligence 360 solutions. These solutions merge customer-level digital data with traditional data sources and yield a 360-degree customer view.
While many organizations struggle to create a complete customer profile, SAS does it easily with its Customer Intelligence 360 solutions. The solution equips marketers with all the necessary tools required to create a complete customer profile such inbound and outbound campaign management application and multichannel execution applications.
Some of the marketers also face difficulties in merging the data from the web channel with traditional channel data and then feeding that insight into campaigns from an inbound channel perspective. With SAS solutions, they can take information via the online channel, merge it with stored data from traditional channels and use that newly found insight to augment campaign processes.
The SAS Customer Intelligence 360 solutions have an easy-to-use marketing interface backed by advanced analytic capabilities that allows marketers and business analysts to quickly transform digital data into predictive, customer-focused insight. This insight is used by marketers to guide and shape real-time customer interactions, making contextual decisions that result in highly personalized, relevant offers that their customers can’t resist.
These solutions help marketers to understand individual customers’ navigational behavior on websites and mobile apps. A better understanding of customer behavior translates into more successful offers and campaigns.
A Tale of Customer Success
Today, shoppers expect highly personalized experiences, both in stores as well as online. These changes in consumer expectations and habits prompted Conrad Electronic, German electronics retailer, to adopt a new digital approach and it turned to SAS to automate and personalize its marketing campaigns.
Such personalized approach based on both learning and appropriate automated response was made possible through AI and ML capabilities found on the SAS Platform. With neural networks, the retailer could identify 60 percent of visitors thereby witnessing higher customer satisfaction and increased revenue.
With SAS Customer Intelligence and AI, the Conrad Electronic marketing team is more independent, and every department experiences improved collaboration as they all share the same platform. After employing SAS solutions, till date, the retailer has launched more than 200 multichannel campaigns across 12 European countries. This has enabled Conrad Electronic to engage its customers with the right offers at the right time.
The Road Ahead
SAS envisions a world where everyone can make informed decisions, grounded in trusted data and assisted by the power and scale of SAS Analytics. The firm’s mission is to make it easier for more people to use powerful analytics every day, to shorten the path from data to insight, and to inspire innovations that drive progress.
SAS is increasing its investment in AI with a $1 billion push to further automate data analysis decisions. Over the past two years, the firm has been deploying AI capabilities into its anti-money laundering tool for financial institutions.
Recently, SAS won a Bronze Stevie Award in the Most Innovative Tech Company of the Year category in the 17th annual American Business Awards. The company is enhancing its automated, simple, and powerful analytics platform to help digital disruptors and emerging leaders to find a new path. The upgraded SAS Platform delivers additional innovation in technologies that underpin AI. The company’s continuous innovation, clearly exhibited in the SAS Platform and in SAS AI technologies, propels front-line business, executives and data scientists to change the trajectory of their organizations with advanced analytics.