The path to an effective digital marketing and advertising strategy begins with gaining a deep understanding of customer behaviors and preferences. Clear, data-driven decisions in an increasingly complex world of converging channels and fickle customers help increase the impact of both paid and earned messaging.

Tune in to this on-demand webinar to gain important insights, including:

  • How segmenting by channel falls short of analytics-based, customer-centric decision making.
  • The best ways to align marketing spending across multiple channels.
  • How to optimize every customer engagement, whether it is considered earned or paid, regardless of channel.

Participants will also learn what the most successful practitioners of customer-centric marketing look like. 


  • Wilson Raj, Global Customer Intelligence Marketing Director, SAS
  • Jeff Wood, Senior Director of Intelligent Advertising, SAS   

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