Big Data Market Segment LS
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Thursday, 09 July 2020 23:22

SAS announces new services for rapidly responding to changing market conditions


Global analytics software company, SAS, has announced the release of four new services and updates to SAS Customer Intelligence 360, all aimed squarely at helping Marketing leaders react nimbly to changing consumer behaviour.

This comes right at a time when companies are seeking to reimagine customer experiences during the COVID-19 pandemic and its many ramifications on how businesses and individuals can act and move about. It’s also something SAS is well-positioned to provide with its 50 year’s experience in transforming data into actionable insights and practically applied decisions.

The new services, provided by SAS experts, are:

SAS 360 Digital Insight Service, enabling digital data to be collected from online channels to inform decision making. Marketers can use this service to understand how customers are interacting with their brand’s digital properties, making real-time changes to improve their online presence and marketing interactions to increase metrics like conversion, retention, loyalty and growth.

SAS 360 Customer Insight Service, helping businesses take advantage of the scale and diversity of customer data. SAS experts will lead workshops to identify relevant business use cases, delivering new sources of insight allowing marketers to engage with customers in new ways and accelerate customer experience initiatives.

SAS 360 Attribution Service, helping organisations develop an analytical attribution program. SAS experts will lead workshops to identify digital traffic sources, non-digital marketing touchpoint, conversion goals and customer data hierarchies. The result is established and reusable multichannel attribution with reporting, insights, and recommendations.

SAS 360 Data Activation Service, taking business from digital data collection and connectivity through to third-party activation. Digital data is collected, joined with other available data, cleaned, prepared and used for creating machine learning embedded workflow journeys with event recognition and insights discovery. Real-time segments can be created and used in emails, campaign management platforms, or other relevant third-party applications.

In addition to these four new services, SAS has updated its existing SAS Customer Intelligence 360 product with increased capabilities to manage marketing data, accelerate customer experience planning activities, predict and forecast customer journeys, embed analytics and extend marketing impact. These features are similarly targeted to aiding business in adapting to the new COVID-19 reality and maintaining trust and engagement with customers.

“In 2020 the world has shifted in ways that won’t be clear for months or even years, and with it so have customer expectations,” said Alan Webber Program Vice President for Customer Experience Strategy at IDC. “The new normal requires organisations to deliver even more targeted customer experiences, enhanced multi-channel journeys, and overall heightened satisfaction. New technologies and service offerings will help brands deploy new approaches to data gathering, decisioning, and delivery to create personalised, contextualised, dynamic end-to-end experiences for individual customers. These experiences will be more human in nature and can help brands create deep emotional connections with their customers, which in turn drives loyalty and business growth.”

“Reimagining marketing doesn’t require ripping out your marketing technology stack and replacing it with a host of disparate, shiny new tools,” said Wilson Raj, Global Director of Customer Intelligence at SAS. “Rather, marketers should be able to integrate technologies and techniques that can make your existing systems more resilient, smarter and faster. SAS Customer Intelligence 360 provides real-time, customised interactions in a way that’s privacy-aware – now and into the future.”

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David M Williams

David has been computing since 1984 where he instantly gravitated to the family Commodore 64. He completed a Bachelor of Computer Science degree from 1990 to 1992, commencing full-time employment as a systems analyst at the end of that year. David subsequently worked as a UNIX Systems Manager, Asia-Pacific technical specialist for an international software company, Business Analyst, IT Manager, and other roles. David has been the Chief Information Officer for national public companies since 2007, delivering IT knowledge and business acumen, seeking to transform the industries within which he works. David is also involved in the user group community, the Australian Computer Society technical advisory boards, and education.

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