SAS Marketing Analytics Resources

Article Reimagine marketing: Today, tomorrow and in times of disruptionPutting the customer first has never been more important than it is now. One way marketers can prepare for the new reality is to look at each step in the marketing process (the marketing lifecycle) and map martech capabilities into the lifecycle, based on what you are trying to accomplish with each step.

Analyst Report The Total Economic Impact Of SAS Customer Intelligence 360Understand the cost savings and business benefits SAS marketing analytics solutions provide this financial services organization.

Analyst Report Vendor Rating: SASSAS leads in several markets where it leverages its broad product portfolio, expertise in advanced analytics and partner ecosystem. SAS has been aggressive in driving AI and machine learning innovation in its portfolio. SAS Viya platform is a critical change that is cloud-ready and leverages open-source software.

Customer Story Using Customer Intelligence to optimise advertising salesREA Group uses SAS to get a clearer view of its digital advertising.

Analyst Report SAS is a Leader in The Forrester Wave™: AI-Based Text Analytics Platforms (Document Focused), Q2 2020Forrester names SAS a Leader in The Forrester Wave™: AI-Based Text Analytics Platforms (Document Focused), Q2 2020.

Analyst Report SAS is a Leader in The Forrester Wave™: AI-Based Text Analytics Platforms (People Focused), Q2 2020Forrester names SAS a Leader in The Forrester Wave™: AI-Based Text Analytics Platforms (People Focused), Q2 2020

Article Customer data platform: What it is and why it’s important The recent rise in popularity for CDPs has led to a considerable amount of market confusion. Here's everything you need to know about how a CDP works, challenges to consider -- and how to go beyond the CDP with seamless integration.

Analyst Report SAS is a Leader in the 2020 Gartner Magic Quadrant for Multichannel Marketing HubsSAS is a Leader in the 2020 Gartner Magic Quadrant for Multichannel Marketing Hubs.

Customer Story Workplace solutions retailer creates compelling customer experience via data-driven marketingOffice Depot Europe drives change by putting SAS Customer Intelligence 360 at the center of its digital transformation.

Article Your customers aren’t afraid of new technologies. Are you? New research uncovered some interesting themes for the next decade of customer engagement. Surprisingly, consumers are embracing technology at a faster rate than brands might expect or admit.

Article Tread carefully with customer data platformsThe potential benefits of customer data platforms are significant, but CDPs are by no means a silver bullet. Follow these three steps to avoid disillusionment.

Article Marketers and privacyCompanies that break new privacy laws get fined heavily, but there may be an even greater cost: A damaged reputation.

Customer Story Customer engagement blooms with analytics and AIInnovative marketing campaigns lead to improved customer retention and loyalty at 1-800-FLOWERS.COM, Inc.

Article Digital transformation for SMBsFor small and midsize businesses, delivering a better. customer experience is key to digital transformation

Customer Story Hybrid approach ensures seamless experience for insurance customersInsurance company Topdanmark gains a true omnichannel marketing approach and better workflows with SAS® Customer Intelligence 360.

Analyst Report SAS is a Leader in The Forrester Wave™: Enterprise Marketing Software Suites, Q3 2019Forrester names SAS a Leader in The Forrester Wave^™: Enterprise Marketing Management Suites, Q3 2019

Article Five trends that will reshape customer experienceApplying the latest research from HBR gives a new twist on this surprisingly relevant 2015 list of CX do’s and don’ts.

Article Under siege: Improving customer experience in bankingBanks are ranking low in customer satisfaction, but improvement is possible says Digital Banking Report owner and publisher Jim Marous.

Customer Story Telecom calls on automation to improve market position Vodafone Ukraine reduces customer churn by 30 percent with SAS Customer Intelligence.

Customer Story AI-driven personalization gives electronics retailer a boostConrad Electronic uses customer intelligence solutions from SAS to craft relevant offers in real time.

Customer Story Targeted offers give hockey fans the royal treatmentLA Kings extend hot streak off the ice with analytics-grounded customer intelligence.

Customer Story Finding your best customers with machine learningSeacoast Bank enhances customer value using AI and SAS Visual Analytics on SAS Viya.

Article IoT: The customer experience accelerator you can't afford to ignoreIoT represents a powerful source of data that, when combined with analytics, can yield insights on everything from behavior to emotions to health. And that's why it's key to improving customer experience.

White Paper The Real-Time and Predictive Commerce Playbook for CMOs

Find out how the shift toward real-time and predictive analytics is empowering retailers, and learn the top 10 actions you should take to become a successful retailer in the age of digital Darwinism.

Customer Story Fast-growing bank wins market share with cloud solutionICA Banken cut marketing campaign design from six weeks to one day and increased conversions tenfold.

White Paper Six Keys to Credit Risk Modeling for the Digital Age

Modernizing and automating the end-to-end process for origination and servicing – from data management to model development to credit decisions – can reduce credit losses and boost performance. This paper explores how infusing machine learning into this process supports more effective credit decisions for individuals, products or portfolios.

Customer Story Using Artificial Intelligence to better engage with customersDaiwa Securities uses analytics and machine learning from SAS to better meet customer needs.

Article Effective real-time marketingEffective real-time marketing is about engaging with customers whenever and wherever they are in their buying journey. Organizations should also be focused on knowing what the customer wants (product, pricing, experience, etc.) based on real-time analytics and predictive modeling.

White Paper Real-Time Analytics: The Key to Unlocking Customer Insights & Driving the Customer Experience

This Harvard Business Review Analytic Services report looks at how businesses are using advanced customer data analytics, along with real-time analytics and real-time marketing, to enhance their customers’ experiences.

White Paper Using Hybrid Cloud Capabilities for True Omnichannel MarketingSeamless, agile customer interactions require a marketing system that can collect data about a customer’s interactions and behavior across all touch points, regardless of underlying technology. Learn how SAS Customer Intelligence 360 lets you use both cloud and on-site channels and data to create an omnichannel marketing solution.

Article Contextual engagementCreating contextual customer engagements means understanding enough about each customer to ensure that all communications over time are progressively more anticipated, personal and relevant.

White Paper Managing the Analytics Life Cycle for Decisions at Scale

Let the SAS Analytics Life Cycle guide you through the iterative process of going from raw data to predictive modeling to automated decisions, faster. This paper tells you how.

White Paper Data and the customer experience

For true customer engagement, marketers have moved beyond transactional interactions such as coupons and traditional tactics that do not offer an engaging experience. Using data and analytics for a deeper understanding of the customer, marketers are more successful in building the relationship.

Article How to improve your AI marketing skillsMarketing teams can use current AI capabilities to enhance their efforts around campaign automation, dynamic pricing based on forecasting models, and by providing more relevant, real-time customer offers.

Article Building confidence in your customer experienceForbes Insights surveyed more than 350 leaders at large organizations to determine how they are using data and analytics to power the customer experience.

Article AI marketing: What does the future hold?AI marketing uses artificial intelligence and analytics to improve marketing results while enhancing customer experiences through real-time personalization.

White Paper Using SAS Marketing Optimization to improve credit-line optimization

Learn how SAS Marketing Optimization enables credit line optimization to balance the needs of managing risk exposure and achieving an acceptable rate of return at the portfolio level, as well as to devise a structured approach and advanced methodology that supports credit line strategy.

White Paper Analytics Accelerates Monetization Opportunities for Connected Vehicle and Mobility Services

Learn how automakers and their partners are using IoT data and analytics to help them reshape business models, seize new sources of revenue and develop inventive ways to better serve customers.

Video Customer journey mapping for better omnichannel experiencesIn this video, Daniel Newman principal analyst with Futurum, explains the value of customer journey mapping for improved experiences no matter the channel.

White Paper Digital Intelligence: The Heart of Successful Digital Transformation

This paper explores how digital transformation is changing marketing and customer experience throughout industries, including banking, retail and telecommunications. It also covers the importance of data in digital intelligence and discusses strategic ways to build a digital intelligence platform.

White Paper Beyond The Campaign

Marketing leaders are constantly trying to build profitable customer relationships by delivering innovative marketing strategies that reach and energize the audience. At the same time, initiatives like customer experience management are driving the need for a marketing makeover. This paper shows how leading companies are repositioning their marketing efforts to prepare for a more data- and results-driven environment.

White Paper Journey to the Core of Customer Centricity

Many communications service providers (CSPs) have begun their digital transformations, but the big question remains – how can operators improve the overall customer experience and still increase revenue? To accomplish digital transformation and be truly customer focused, CSPs need to understand the customer journey.

White Paper Using Data to Create Outcome-Based Customer Experiences

A framework for moving from a transactional, static data framework (think traditional customer experience management) to a more fluid, analytically driven approach where the data and analytics are fused into the process rather than being siloed.

White Paper The Internet of Things: Marketing’s Opportunities and Challenges

Learn how marketers can apply event-based marketing and real-time marketing capabilities to capitalize on IoT data in the moment by pinpointing significant customer events, which then trigger real-time customer decisions. The result? Best offers delivered in real time, given the consumer’s current context.

White Paper Power your digital transformation with guided analytics

Marketers today must deploy a wide range of advanced analytics with total transparency and without needing to be a data scientist to evaluate the results. SAS provides the most complete analytics solutions for marketers.

E-Book How Customer Intelligence Is Energizing the Utilities Industry

In these times of empowered customers – who are more demanding than ever and increasingly vocal on social media – it is important for utilities to shift their attention outward. Today, being a customer-centric, information-driven organization has become a business imperative for utility providers. We’ve compiled this e-book to explain how to use customer analytics to move from mass marketing that often misses your targeted customers (or comes at the wrong time) to more right-timed and contextual offers based on the data you already have.

White Paper Using Big Data to Enable the Omnichannel Retail Experience

As trends in consumer buying patterns continue to evolve, retailers need solutions that can derive deep data analytic insights to provide a more sophisticated, centralized view of their customers’ preferences and buying journeys.

Customer Story A new banking philosophy for enhanced customer loyaltyData-driven decisions help Royal Bank of Scotland transform its organizational processes, improve employee engagement and deliver excellent customer service.

Article How can marketing analytics tools help to grow your business?The complexity of the digital landscape and the large quantities of customer data online, means that businesses need solutions in place, specifically marketing analytics tools, to aid them if they are to improve marketing performance and increase ROI. But how can marketing analytics tools help?

Article Generate greater ROI through consumer analyticsFind out what's needed to capitalize on big data for a significant impact your investigators' work and outcomes.

Article The marketing analytics must-havesMarketing analytics will attune you to the true signals of what matters to customers as channels, technologies and data push the digital world forward.

E-Book Your guide to becoming a modern marketerWhat skills do you need to become a modern marketer, and how can you use those skills to transform your marketing organization? This e-book provides a plan of action, starting with your data.

Customer Story Telstra calls on SAS to keep customers engagedAustralia’s largest telecommunications company relies on SAS Analytics to better understand customers’ needs and develop the products and services they want.

White Paper Getting to Why in Omnichannel Marketing Attribution

This paper explores the role of advanced analytical tools in understanding customers, driving marketing effectiveness and optimizing strategies and tactics to maximize business results.

White Paper Marketing attribution: Giving credit where credit is due

Discover how marketing attribution helps you analyze the impact and business value of company-generated marketing interactions to help make the best marketing investment decisions.

White Paper Improve Customer Experience with Actionable Artificial Intelligence

While more marketers turn to artificial intelligence technologies, this new territory also raises more questions. This paper offers a detailed look into how AI works, and explores the opportunities and challenges it presents.

E-Book Your guide to modernizing the marketing organization

Best practices to guide your analytical transformation – and help you reinvent your marketing organization for the digital age.

Article R 'Ray' Wang: A conversation with a digital disruptorAnalytics Experience 2016 will host a number of influential speakers including Ray Wang, who says data is improving customer experiences in a variety of ways.

White Paper Redefining Brand Performance for the 21st Century

Use analytics and technology platforms to become genuinely customer-centric, and make the right connections with customers at the right time, on the right device.

White Paper Customer Analytics: Taking the First Step

Take the first step toward creating a valuable customer analytics program – understanding the customer using data visualization capabilities.

White Paper Maximizing Moments of Truth: Creating Meaningful Real-Time Customer InteractionsThe digital marketplace presents new challenges for marketers, yet provides the perfect canvas for creating personalized, relevant communications and developing deep relationships with customers based on ongoing interactions.

White Paper Analytics and the Customer JourneyRead about seven best practices that will help you become better at understanding the customer journey, delivering a more balanced journey and, ultimately, improving each customer experience in the process.

E-Book Keep them coming back

How can you use data and analytics to recognize your best customers across channels and know exactly where they are in their customer journey? In this e-book, we provide the latest research on customer loyalty, along with a three-pronged approach for securing it.

White Paper Data Elevates the Customer Experience

Delivering exceptional customer experiences has become a key differentiator for top organizations today. Now you can see where your peers and competitors stand in the new Forbes Insights report Data Elevates the Customer Experience.

White Paper Mobility, Vulnerability and the State of Data Privacy

We live in a mobile, digital world. Consumers expect and demand that they can connect every aspect of their daily lives to their smartphones and tablets. To live up to this expectation requires organizations to be more intimately aware of consumers’ wants and preferences. How are views changing as we become less attached to our technology and it literally is becoming more attached to us? Read our third annual survey to see how consumer sentiment is adapting to these changes.

White Paper Operationalizing and Embedding Analytics for Action

This TDWI Best Practices Report focuses on how organizations can and are operationalizing analytics to derive business value.

Customer Story The right offer every timeMigros individualizes its marketing with SAS Customer Intelligence, sees response rates and revenue increase.

White Paper Blazing the Trail from Data to Insight to ActionThis report presents results of a survey of 105 marketing executives of large global organizations, conducted by Forbes Insights in partnership with SAS. Learn how much these organizations have integrated customer data analytics into their key processes, which areas are still works in progress, and how your organization compares.

Customer segmentation for a new digital experience

Article Customer segmentation for the new digital experience Is customer segmentation dead? No way. It has been given new life as one-to-one marketing. Marketing that is made possible by data and analytics.

Customer Story Fewer coupons, more sales Belgium grocer Colruyt uses predictive analytics to tailor promotions, boost customer spending.

White Paper Holiday shopping secrets: Prices matter and pets are importantAttention retailers! It's time to celebrate. According to SAS Analytics, the holiday shopping season is shaping up to be a jolly one.

Series The customer journey: Finding the buy signalCompanies spend lots of time determining if a customer is ready to buy. You collect all of the data you can get your hands on. Let analytics help you tune in to the buy signals you're missing.

Series The customer journey: Why you need journey mapsIf your customer engagement processes are aligned, then building a customer journey map makes the purchasing decision easier for everyone.

White Paper The Architecture and Security of SAS® Marketing Operations Management

The architecture of the SAS Marketing Operations Management solution and various aspects of its deployment.

White Paper How Analytics Reveals New Utility Customer Value

Find out how to become a trusted energy partner, learning from current trends and best practices in customer analytics.

Article Moving beyond the ad serverAd servers take a broad-brush approach to delivering advertising. But there is a better way. One that allows you to finesse your offerings to paint the best picture for visitors by using data analysis to gain profitable insights.

Article Marketing optimization: Five lessons learned at a major US bankHow does a bank know what you need when you visit its website, open the mobile banking app or walk into the branch? For one of the largest banks in the US, the answer is marketing optimization. Here are five lessons they’ve learned.

White Paper Customer Engagement Analytics: How to Use Data to Create (and Keep) Happy Customers

At a time when technology is woven into just about every aspect of our lives, your organization has probably gotten really good at collecting customer behavioral and feedback data. But how effective is your plan for putting that data into action? In this Aberdeen report, you’ll learn why personalization is critical for today’s marketers and the steps you can take to successfully incorporate analytics into a customer experience management program to deliver personalized, timely and consistent messages throughout the customer journey.

White Paper Demand-Driven Forecasting and Planning: Take Demand Responsiveness to the Next Level

This research report, produced in partnership with IndustryWeek, explores the way manufacturers currently use demand-driven forecasting and planning, as well as what future technology investments and methodologies will yield even more accuracy – and more revenue.

White Paper Shopper Insights to Improve Retail Loyalty Programs

Leveraging Kellogg’s experiential learning initiative, SAS worked with a group of MBA marketing research students to find out what drives retailer loyalty. The findings offer guidance on how retailers can improve their loyalty programs.

White Paper Unleashing the Power of Text Analytics for Travel

Discover how text analytics can improve the way your travel organization runs its business – from marketing to operations to revenue management.

White Paper Unleashing the Power of Text Analytics for Hotels

Discover how text analytics can improve the way your hotel runs its business – from marketing to operations to revenue management.

Transforming social welfare with analytics

Customer Story New Zealand Ministry of Social DevelopmentThe New Zealand Ministry of Social Development uses big data to profoundly improve the lives of citizens.

White Paper Testing, TestingA/B testing can give marketers more confidence in their marketing because it provides an analytical way to choose the right message for the right customers at the right time using the right channels. This Point of View paper explains what A/B testing is, why it matters and how it works.

White Paper Five Steps to Analytical Maturity

Customer Story Get better insights about your customers Sanoma's campaigns are targeted more optimally to customers - resulting in a high response rate, an increase in revenue per customer and enhanced customer value.

Analyst Report White Paper Marketing Analytics for Manufacturing: Forging Customer InsightsBusiness Intelligence

White Paper Get Started With Big Data: Tie Strategy to Performance

Many organizations have turned to large-scale data gathering and analytics to differentiate their business and compete on a higher level. While it may seem like everyone is doing “big data”, not all organizations have approached the initiative with a strategy that will ultimately succeed. This Harvard Business Review paper explores the very real and difficult challenges that C-level executives face in setting a sound strategy around data and analytics and provides four principles that your organization can put in place to guide a successful big data initiative.

Customer Story Data visualization: Pathway to better customer insightUsing visual analytics, a major retail group pinpoints key trends in customer data to boost merchandizing and loyalty efforts.

White Paper The Art of Decisive Merchandising

This research report discusses which changes in merchandising offer the most painful obstacles to overcome and which ones open doors to the most promising opportunities.

Marktplaats.nl capitalizes on market and customer insights

Customer Story Dutch commerce site gives eBay a competitive edge in the NetherlandsFind out how understanding customers keeps the Dutch arm of eBay on top.

Customer Story Building customer satisfaction with better network monitoringSAS Analytics helps a major telecom organization analyze traffic, anticipate problems and improve customer service.

White Paper Six Ways to Use Subscriber Data to Build a Stronger Business

Customer Story Staying ahead of retail trendsSouth Korean retailer cut the time it took to produce critical marketing reports from 15 hours to just 40 minutes, allowing it to stay ahead of market trends and competitors.

White Paper ANA Magazine: Measures for Success

This report is part of ANA Magazines Thought Leadership Series sponsored by SAS.

White Paper SAS for Media

Webinar Data and AI: Accelerators of Banking CXJoin us for this webinar featuring experts in financial services, digital marketing and customer experience as we discuss ways to use analytics to your advantage in banking.

White Paper Experience 2030. The Future of Customer Experience is... NOW!Futurum and SAS conducted a global survey including more than 1,700 consumers and brands from the United States, Canada and Mexico to understand what defines customer experience today and how it’s evolving through the year 2030.

White Paper TDWI Checklist Report | Six Best Practices to Ignite the Customer Experience with IoT

The IoT extends digital customer experience to physical customer experience and customer journeys for ultimate brand distinction. This TDWI Checklist Report, sponsored by SAS, outlines six best practices for data professionals and practitioners when using IoT to improve customer experience.

White Paper Experience 2030

Today’s consumers not only expect a lot from brands, they also capitalize on AI, IoT, mixed reality and other immersive and emerging tech. This puts tremendous pressure on marketing organizations to reinvent their operating models so they can act in the moment.

This global report identifies the various relationships between brands and consumers that shape customer engagements today, uncovering where they are aligned and where they are not. It provides insights to help brands bridge those gaps to build a forward-looking customer experience framework to help move their companies into the future.

Third-party paper sponsored by SAS and conducted by Futurum Research.

E-Book Customer experience - now and into the futureExperience 2030: Research reveals 5 key themes driving customer experience. Build a forward-looking customer experience framework.

White Paper Experience Evolution: Staying Ahead of Customer Expectations Through 2030 and BeyondThis report gives all executives strategies to digitally transform - while keeping customers at the center of the business. It underscores SAS' belief that while technology solutions are at the core of CX transformation, companies need to also create the right operating models and have the right talent in place to succeed at CX – during both stable times and uncertain ones.

Case Study Shop Direct drives ground-breaking personalisation with SAS® AnalyticsShop Direct customers will now be able to benefit from even more personalised product displays - highly targeted to improve the overall shopping experience.

Explore resources related to marketing analytics.

Get an analytics-level view of the technology trends that are likely to dominate business and technology strategies in the years to come.

To browse resources by type, select an option below.

Blogs: The Data Roundtable

Blogs: The Data Roundtable

Join the Data Management Community

Join the Data Management Community

Connect with SAS and see what we can do for you.