Reimagine Marketing

Consumer Engagement DNA is at the core of SAS CI360

D – Discover is about the collection, curation and provision of data collected from operational, transactional and digital systems. Include collaborative and open data sources to give a comprehensive source of base knowledge related to our consumers.

N – Nurture meaningful strategies to engage with individuals from a Consumer Centric point of view, not product or channel. This must include identification of content, channel, context and state across all touch point (SAS refers to these as the “moments that matter”). Nurturing the curated data facilitates the delivery of insights to drive action.

A – Act is about taking action when those moments that matter occur. Next Best Engagement focuses on combining the best channel and content combinations that fit with the preference of a specific consumer within the construct of a specific customer journey. Act is about permeating the nurtured intelligence on the curated data into that relevant channel and device.

Data

These CDPs have the minimum set of functions required to be classified as a CDP. They gather source data, link it to customer identities and make the data available to external systems.

Analytics

These CDPs provide data assembly plus analytical applications, ranging from segmentation to AI and machine learning. They often automate data distribution to other systems.

Campaign

These CDPs provide data assembly, analytics and customer treatments, which may include re-al-time interactions. They often include cross-channel orchestration of custom-er treatments.

Delivery

These CDPs provide data as-sembly, analytics, customer treatments and message delivery (such as email, web, mobile, etc.).

Guide to success

We’ve created an e-book with an detailed guide to help your technological journey. From types of capabilities out there to use-cases that you can start defining.

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