Make "next best action" an integral part of your marketing strategy.
Combine historical offline data with current customer data – as well as in-channel data – to recommend and deliver the best action for each individual customer. In addition, campaigns and decision diagrams can now process data grids, which are rows of data that share a common set of attributes. This makes it easier to create campaigns and diagrams that need to process multiple items in order to make the best decision about a customer.
Integration with outbound campaign management and other data systems is simple. There’s no need to embed decision logic in operational, customer-facing systems (e.g., websites and call centers). You can interconnect systems with a single repository for decision processes using industry-standard Web service interfaces. This means that decision logic, which might change frequently, is isolated from touch-point applications, so there’s no need to make costly changes to customer-facing applications. The repository also provides a robust framework that ensures that the same criteria are used to make communications with and treatment of customers consistent across channels, products and business units.
Don’t you hate it when replying to or requesting information within a decision flow involves many different data variables from various data sources? SAS has simplified integration across applications by enabling you to import event variables and test cases for reuse over time. Not only does this reduce the time and effort required to create events, but it also allows for more detailed data stream passing and processing, because you can continually refine and improve event variable groups. By importing test cases, you can be sure that your best tests are being used to prevent integration errors.