About this paper
The emergence of social media has put responsibility for identifying the right offers for recipients and customers in the hands of companies, transforming mass marketing into one-to-one marketing and mass customization whenever possible. Unfortunately, there is no magic answer for the number of segments that a marketer can create. There are, however, some best practices around the different ways to segment. This paper examines the segmentation techniques of profiling, predictive modeling, customer state vector, event-driven marketing and real-time decisioning and explores how all can be used to achieve the overarching goal of maximizing ROI for the organization and elevating the customer experience.
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 80,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world The Power to Know® .