SAS a Leader for real-time interaction management per independent research firm

SAS helps marketers make next-best-action offers; Earns near-perfect marks in evaluation's decision arbitration category

In the battle for customer loyalty, victorious marketers know that seconds matter. SAS believes that new research backs up this statement, as SAS® Customer Intelligence has been cited as a Leader in The Forrester Wave™: Real-Time Interaction Management, Q2 2017. According to the report, “SAS earned near-perfect marks in this evaluation’s ‘decision arbitration’ category for predictive and real-time analytics, AI, and offer optimisation.”

Decision arbitration involves marketers using predictive analytics to better understand their customers in real-time and take the best marketing action or make the most relevant offer. Customer loyalty can often hinge on just a few seconds. A personalised text that includes a coupon just as a customer enters the store is a customer-experience win for the brand. Real-time decision articulation makes that win possible.

“SAS’ recognition as a leader in real-time interaction management speaks volumes about our commitment to revolutionising the customer experience with technology” said Tiffany Carpenter, Head of Customer Intelligence at SAS UK & Ireland. “Marketers recognise that every single customer interaction is an opportunity, and that personalised messaging is crucial for success. To overcome the noise of the competition, marketing must cut through with messages that are intimately relevant to the customer and at a time when they need them most. However, you can’t provide an on-demand service without a strong foundation of customer data.”

Real-time interaction management (RTIM) is a rapidly growing area of marketing technology that helps brands create a personalised experience necessary to retain customers, regardless of their point of interaction. Per Forrester: “RTIM depends on sophisticated decision engines that can integrate customer data, content, and channels to orchestrate two-way, interactive customer experiences.” Powered by automated analytics, decision logic and contact strategies, SAS Real-Time Decision Manager is part of the SAS Customer Intelligence family of software. It helps marketers deliver relevant and timely offers via a customer’s preferred channel, such as mobile or email.

In addition to the near-perfect score for decision arbitration, SAS Customer Intelligence ranked highest among all reviewed vendors in both the “Current Offering” and “Strategy” categories of the report.


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SAS is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 83,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.

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