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Marketing Analytics and the Data-Driven Evolution of Marketing

How marketing analytics works for banks


Martin Brennan, Customer Insight Manager with Permanent TSB, on how analytics increased the bank’s marketing effectiveness by aligning offers more closely with the customer’s wants and needs.

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American Airlines on the ups and downs of social media

American Airlines on the turbulence of social media

At American Airlines, the social media team responds to customers on Twitter within 15 minutes, 24/7. What does it take to make that happen? In this short video, American’s Director of Social Media Communications, Jonathan Pierce, discusses that and more.

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Big data makes the connection

Big Data Makes the Connection

Marketing and IT can play nice. David Ward explains how big data is helping bridge the divide and shares five best practices for CMO/CIO alignment.

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Q&A: Optimal customer reach with marketing optimization

data driven discovery

How do you attract and keep the under-30 generation without alienating your core customers? Attila Bayrak, Senior Vice President of Customer Relationship Management at Akbank, says, “To market most effectively to each segment, we must optimize our investments in technology.


The social solution to innovation challenges

The social solution to innovation challenges

Social media can actually lead to faster learning, faster thinking, and faster decision making — if your company adopts the tools, culture, and work habits necessary. Unlock the creative potential of social media by making these six changes.

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6 tips to building an analytical culture in marketing

Adele Sweetwood, VP of SAS Americas Marketing

If you want to deliver value with tangible results, you need to build an analytical culture says SAS VP of SAS Americas Marketing Adele Sweetwood. Here are six tips to get you started.

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Should you bother using social media to serve customers?

Should you bother using social media to serve customers?

If you see a negative comment about your company on Facebook or Twitter, your first instinct is to respond to that customer and try to fix the relationship. But that’s not always the best course of action says Matt Dixon. Before you rush to respond, ask yourself these four questions.

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What do CMOs need to do to increase effectiveness?

Wilson Raj, Global Customer Intelligence Director for SAS

Digital marketing has ushered in a whole host of opportunities and challenges for Chief Marketing Officers. Watch this short video to hear marketing expert Wilson Raj’s views on what CMOs need to focus on now to stay ahead.


Personalized pricing – here’s how it’s done

Maximizing Digital Advertising in a Customer-Centric Marketing Strategy

Jundong Song, VP of marketing service provider 89 Degrees, shares how retailers like Safeway are turning big data into personalized pricing — and seeing “significant” returns.

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Mobile: An opportunity to rebuild customer trust?

Mobile: An Opportunity to Rebuild Customer Trust

Irreleveant offers, too many emails and intrusive ads have led to a sharp decline in website registration on PCs. But smart phones with customized apps are a whole new ballgame, promising more sustained engagement and a chance to win back consumer trust — IF you take the right approach.

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Top three marketing trends for 2013

A Marketer's Viewpoint

What should marketers focus on for 2013? I sat down with Adele Sweetwood, VP of SAS Americas Marketing, to find out the top trends – and what you need to do now to take advantage of them.

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