SAS a Leader in Gartner’s 2020 Magic Quadrant for Multichannel Marketing Hub
SAS Customer Intelligence helps brands derive insights from data on prospects and customers to deliver relevant, contextualized customer experiences
Multichannel marketing capabilities have never been more important to brands than today. The pandemic has accelerated the need to go all-in on digital marketing – ready or not. Adopting a hybrid marketing approach at this time can help brands not just weather the present crisis but emerge stronger at the other end. SAS® Customer Intelligence 360 helps brands tailor each unique customer journey across all channels. In May 2020, SAS was named a Leader in Gartner’s Magic Quadrant for Multichannel Marketing Hubs.
Gartner says that Leaders “consistently do considerably better in overall multichannel marketing performance for basic and advanced campaigns, and for integration with digital marketing. They have high market visibility, high market penetration, strong market momentum and a strategic vision for growing their multichannel marketing hub business.” Gartner defines the multichannel marketing hub (MMH) as a “technology that orchestrates a company’s communications with and offers to customer segments across multiple channels. These include websites, mobile, social, direct mail, call centers, digital advertising and email. MMH capabilities also may extend to integrating marketing offers and leads with sales for execution in both B2B and B2C environments.”
“Before the pandemic, brands were already in heated competition for waning customer attention and loyalty. Standing out from the crowd meant the difference between success and failure,” said Wilson Raj, Global Director of SAS Customer Intelligence. “Now the stakes are even higher – in anticipating customer needs and delivering thoughtful, relevant customer interactions at the exact moment of need. But most marketing organizations don’t have the in-house expertise to extract real-time intelligence from digital and traditional data. SAS Customer Intelligence 360 covers that deficit. With embedded predictive marketing analytics and AI-guided helpers, marketers can predict customers’ journeys, understand the most significant customer experience drivers or forecast how marketing initiatives will perform now and in the future.”
By capturing the wealth of information that customers leave on brand websites – their buying plans, significant life changes, etc. – and effectively integrating it with a library of personalized offers and content that is ready for presentation at the right moment, SAS Customer Intelligence 360 helps create a much improved customer experience while also satisfying customers’ privacy preferences and concerns. In addition, multiple decision-making methods – from business rules to predictive models to multivariate tests (via custom predictive models) – help ensure that the customer gets the most compelling customer experience tailored to each unique customer’s journey.
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