Marketing: art or science?
Learn to balance the art of customer relationships with the quantitative analysis of customer data
If you're a marketer, you know that customers can now easily compare your offerings to competitors worldwide, anywhere, anytime and publish opinions that sway millions of other online consumers.
Fortunately, the new digital media that empower customers are also providing marketers with volumes of customer data – and the potential for deeper customer insights and smarter decision making. But only if they're able to turn that ocean of data into usable customer intelligence.
At SAS, we help thousands of companies apply science to the art of marketing by harnessing the data that allows them to know their customers, do more with less, and establish and strengthen their brand. The marketing executives we work with face a myriad of issues, but they can be boiled down to three overarching challenges:
Effectiveness – How can we analyze, understand and segment customers based on value, behaviors, preferences and influence? Predict customer behavior and lifetime value? Optimize our marketing resources?
Read on to get answers for each of these three areas:
This story appears in the First Quarter 2011 issue of