SAS opened its Sydney Customer Intelligence 360 data centre last month, the fourth for this product, following data centres in the US, Europe and Japan.
Mike Blanchard, Global head of customer intelligence, SAS, visited Australia to explain the benefits this brings to marketing teams on our shores, across the enterprise, government, and now smaller businesses also.
SAS has operated since 1976 and is the world's leading analytics platform. Its Customer Intelligence suite builds on this analytic strength, aiding Marketing teams around the world in understanding where their campaigns have been successful and how they are best served in spending their marketing dollars.
SAS has operated in this campaign management space for 15 years with an on-premise product underpinned by SAS’ analytics. However, Blanchard explained, the last decade has seen many new Internet-based customer channels open up - web, of course, but social networking and more. The greater variety of options for speaking to customers has created silos of data. The Marketing department challenge is to connect the customer channels to follow the customer journey - they might visit the web site and research a product or store times, ask a question via Facebook, before physically attending a location.
Hence, the SaaS-based SAS Customer Intelligence 360 product arose in response. “It allows quick access within 24 hours of signing up,” Blanchard said. “It’s always on, everyone gets the new releases and new features.”
The Sydney-based data centre to support this product locally opened last month, providing Australian customers with low latency, data sovereignty and local support.
While the traditional customer has been enterprises with vast data and advanced analytic requirements, the SaaS option now provides a lower entry point for smaller companies.
Interested businesses can explore the software without investment, with a three-month trial, to identify the value for them.
The number one use case, Blanchard explains, is universal across companies large and small, namely how to establish a single view of the customer across all interactions. “People can be in the store and looking at products online too. SAS Customer Intelligence can track people through these, and add on to traditional CRM data.”
Other uses for Customer Intelligence 360 include understanding marketing spend, attributing revenue to marketing actions, identifying conversion drivers, tracking customer journeys to the point they have purchased, and recapturing customers who have dropped off their website journeys, among others.
Italy’s Epipoli, a leading European gift card company, used SAS Customer Intelligence 360 to increase their conversion rates by 23 per cent, while Swedish bank CA Banken used SAS Customer Intelligence 360 to cut marketing campaign design from six weeks to one day and increased conversions tenfold. The company expects Australian enterprises to see similar results.