According to Forrester's evaluation, " SAS places trust at the center of its strategy ... The company is well-positioned to deliver on this vision by pairing analytical rigor with market‑leading responsible AI practices."
"SAS remains the leader in analytical depth, supporting advanced use cases such as customer segmentation, churn prevention, and customer lifetime value analysis."
Reference customers view SAS as a high-maturity analytics partner with strengths in modeling, segmentation, and data handling, and cite execution reliability and hands-on support as strengths."The Forrester Wave™: Customer Analytics Technologies, Q2 2026
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Webinar
SAS Viya Copilot in Visual Analytics -
Webinar
From Generative AI to Trusted Enterprise Copilots: Scaling Responsible AI -
E-Book
A modern approach to MarTech: Transforming the customer experience -
Customer Story
Making insurance easier with customer intelligence and AI -
Customer Story
Strategic fundraising powers more breakthroughs in childhood cancer research -
Analyst Report
The Forrester Wave™: Real-Time Interaction Management, Q4 2025 -
Article
What is a customer data platform? -
Customer Story
Modern MarTech drives retail customer connections for Germany’s leading drugstore -
Webinar
Data Science Meets A/B and Multi-Arm Bandit Testing in SAS® Customer Intelligence 360 -
Webinar
Seamlessly Integrate with External Channels Using Customer Intelligence 360 Custom Task Types -
Webinar
Marketing AI With SAS® Customer Intelligence 360 and SAS® Viya® -
Customer Story
AI transforms online insurance services -
E-Book
5 Tips for Using GenAI to Improve Customer Experience for Telecoms -
Webinar
Getting the Most From the New Task Design Experience in Customer Intelligence 360 -
Customer Story
Predictive analytics and AI deliver a winning fan experience -
White Paper
Rethinking risk: Smarter models, better decisions -
Analyst Report
The Forrester Wave™: Cross-Channel Marketing Hubs, Q4 2024 -
White Paper
Navigating the uncertain world of third-party cookies -
E-Book
The insurance data and AI revolution -
Customer Story
One airport operator is making every journey personal for passengers -
Customer Story
Modern, real-time marketing grew membership and incremental sales for leading grocery retailer -
E-Book
Personalized advertising that you control -
White Paper
Improving HCP Engagement with Digital Analytics -
Analyst Report
The Forrester Wave™: AI Decisioning Platforms, Q2 2023 -
White Paper
Retail bank media networks: Monetize customer data with personalized offers and advertising -
Customer Story
Predicting real-time insurance needs with hyperpersonalization -
Customer Story
Voetbalmedia uses MarTech from SAS to better engage with 1.4 million football players and enthusiasts -
White Paper
Maximizing Moments of Truth: Creating Meaningful Real-Time Customer Interactions -
Customer Story
Protecting nature with dollars and sense -
Customer Story
Workplace solutions retailer creates compelling customer experience via data-driven marketing -
Customer Story
Integrated marketing improves results for marketers and customers -
Customer Story
A customer connection is the special ingredient -
Customer Story
Finland’s top retail bank applies AI to improve customer service and credit scoring -
Customer Story
Real-time analytics helps telecom provider adapt to changing customer needs during global pandemic and beyond -
Customer Story
Maximizing the reach and impact of an eHealth hub -
Customer Story
Complex telco product portfolio, maximum agility thanks to intelligent decisioning -
Customer Story
Swiss financial institution uses advanced analytics to reimagine marketing and personalize customer experiences -
Article
The 5 new rules of retail -
Article
3 ways to rethink retail forecasting and demand planning -
Article
Reimagine marketing: Today, tomorrow and in times of disruption -
Analyst Report
The Total Economic Impact Of SAS Customer Intelligence 360 -
Customer Story
Using customer intelligence to optimize advertising sales -
Article
Your customers aren’t afraid of new technologies. Are you? -
Article
Tread carefully with customer data platforms -
Article
Marketers and privacy -
Article
Digital transformation for SMBs -
Article
Five trends that will reshape customer experience -
Article
Under siege: Improving customer experience in banking -
Customer Story
Telecom calls on automation to improve market position -
Article
IoT: The customer experience accelerator you can't afford to ignore -
White Paper
The Real-Time and Predictive Commerce Playbook for CMOs -
Article
What big data has brought to the privacy discussion -
Article
Effective real-time marketing -
White Paper
Real-Time Analytics: The Key to Unlocking Customer Insights & Driving the Customer Experience -
White Paper
Using Hybrid Cloud Capabilities for True Omnichannel Marketing -
Article
Contextual engagement -
Article
Data and the customer experience -
E-Book
How Can Retailers Satisfy Today's Customers? -
White Paper
Data and the customer experience -
Article
How to improve your AI marketing skills -
Article
Building confidence in your customer experience -
Article
AI marketing: What does the future hold? -
Article
Three ways to improve real time marketing results -
White Paper
Analytics Accelerates Monetization Opportunities for Connected Vehicle and Mobility Services -
White Paper
Beyond The Campaign -
Article
Customer journey analytics goes mainstream -
White Paper
Using Data to Create Outcome-Based Customer Experiences -
White Paper
The Internet of Things: Marketing’s Opportunities and Challenges -
White Paper
Power your digital transformation with guided analytics -
E-Book
How Customer Intelligence Is Energizing the Utilities Industry -
White Paper
Using Big Data to Enable the Omnichannel Retail Experience -
Article
What is marketing automation? -
Article
Real-time customer engagement is the future of experience management -
E-Book
White Paper
Tomorrow's telco -
Article
The marketing analytics must-haves -
Article
Harnessing the martech advantage -
White Paper
Getting to Why in Omnichannel Marketing Attribution -
White Paper
Marketing attribution: Giving credit where credit is due -
White Paper
Improve Customer Experience with Actionable Artificial Intelligence -
Article
R 'Ray' Wang: A conversation with a digital disruptor -
Article
IoT: The next best thing to reading your customer’s mind -
White Paper
Redefining Brand Performance for the 21st Century -
Article
Marketing for the midmarket -
Article
Linking data to the customer journey -
Series
The value of marketing metrics at Visa -
Article
Putting you at the frontier of the fan experience -
Article
Digital transformation: Moving from handshakes to householding at Comerica -
White Paper
Data Elevates the Customer Experience -
Series
Brand equity has a big role in RCI's strategy -
Article
Marketing operations: Five core competencies you must master -
Article
Customer journeys: How to be ready when customers visit -
Article
Customer journey management: Eliminating missed opportunities -
Article
Small but mighty: Modern marketing for the midmarket -
White Paper
Operationalizing and Embedding Analytics for Action -
Customer Story
The right offer every time -
Article
The marketer's dream: Harmonic convergence -
Article
Customer segmentation for the new digital experience -
Article
Using data to control unruly hotel pricing -
Series
The customer journey: Finding the buy signal -
Interview
Q&A: What's your level of digital marketing maturity? -
Interview
How do you know if you’re ready for Hadoop? -
Series
The customer journey: Why you need journey maps -
Article
Keeping your customers happy with assortment optimization -
Article
The modern marketing leader: Is your CMO ready? -
Article
Customer loyalty in a digital world: A new approach -
Customer Story
Optimization delivers more revenue while slashing marketing costs -
Article
Four multichannel marketing strategies that deliver exceptional customer experiences -
Article
Marketing measurement do's and don'ts -
Article
Out of size, out of mind -
White Paper
The Architecture and Security of SAS® Marketing Operations Management -
Article
Empty shelves: The retail analytical talent deficit -
Article
Building a high-performance marketing engine -
Article
The first step in building a better customer experience -
Article
Moving beyond the ad server -
Article
The era of gargantuan data -
Article
Marketing optimization: Five lessons learned at a major US bank -
Article
Seven characteristics of the modern consumer -
White Paper
Customer Engagement Analytics: How to Use Data to Create (and Keep) Happy Customers -
Article
Improving customer experience with digital marketing -
White Paper
Unleashing the Power of Text Analytics for Travel -
Article
Do marketers need real-time analytics -
Article
The digitization of everything — its impact on customer experience -
Article
The digitization of everything – its impact on the buyer’s journey and marketing’s role -
Article
A lesson in customer service from Chick-fil-A President Dan Cathy -
Analyst Report
White Paper
Marketing Analytics for Manufacturing: Forging Customer Insights -
E-Book
Planning For CDP Success: A guided journey for choosing a customer data platform -
E-Book
Brilliant decision? -
White Paper
SAS - Hospitality Provider -
White Paper
Where does marketing stop and advertising begin? -
E-Book
Customer experience - now and into the future -
White Paper
SAS Experience 2030 -
E-Book
The Secrets of Delivering Exceptional Customer Experience -
E-Book
In-the-Moment Marketing -
E-Book
Retail Experimentation: The New Fundamentals -
White Paper
Experience Evolution: Staying Ahead of Customer Expectations Through 2030 and Beyond -
E-Book
Operational Marketing: From Hard Work to Heroic Performance -
White Paper
TDWI Checklist Report Six Best Practices to Ignite the Customer Experience with IoT -
E-Book
Strategic Marketing: From aspirational to exceptional customer experience -
White Paper
Experience 2030. The Future of Customer Experience is... NOW! -
White Paper
Experience 2030: Pulse Report -
White Paper
Delivering Experiences That Win Business and Build Loyalty -
Webinar
Smarter Access to Open Data: Introducing SAS/ACCESS to DuckDB -
Webinar
Marketing Decisions Excellence: Turning Insights Into Business Impact -
Webinar
CI360 Tips and Tricks: Quick Wins, Shortcuts and Hidden Features Every Marketer Should Know -
Webinar
CDP Capabilities in SAS® Customer Intelligence 360: Activating Dynamic Customer Profiles -
Webinar
5 Tips for Using GenAI to Improve Your Customer Experience -
Webinar
Enhance the Customer Experience and Create Value for Your Stakeholders -
Webinar
Discovery-based Investigation in SAS Visual Investigator – Your Guide to Better Searches -
Webinar
Real-Time Agent Assist and Next-Gen Strategy for Financial Services -
Webinar
How to Increase Speed to Analytics-Driven Decisions: SAS® Viya® With SingleStore -
Webinar
Hands out of the cookie jar! Satisfy your sweet tooth for customer insights – without cookies. -
Webinar
Is Customer-Centric Data Privacy an Oxymoron? Your Customers Don’t Think So. -
Webinar
Confident decisions at every stage of the customer journey -
Webinar
CX to the Power of AI: How to Use AI for Maximum Loyalty -
Webinar
Privacy + Trust: The New Measures of CX -
Webinar
Loyalty Programs are Out. Loyalty Brands are In. -
Webinar
Digital Transformation Session 3: The Data Factory Approach -
Webinar
Connecting With the New Digital Customer -
Webinar
Breaking through common barriers to digital marketing success -
Webinar
The Modern-Day Boardroom Conversation: The Evolving Nature of Trust -
Webinar
Alignment: The Harmonic Convergence of Banking CX -
Webinar
Quantifying the Impacts of Clinical Intervention Programs Using Propensity Score Matching in SAS® -
Webinar
How Do I Use SAS® Intelligent Decisioning? -
Webinar
Digital Transformation Session 1: Putting Customer Experience Front and Center -
Webinar
Real-Time Analytics in Banking: Deeper Customer Insights. Better Customer Experience -
Webinar
The Interplay of Analytics With Strategy, Art and Experience -
Webinar
Real-Time Analytics in Retail: Deeper Customer Insights. Better Customer Experience. -
Webinar
Mastering Decisioning to Stay in the CX Game -
Webinar
Evolving Customer Experience for Manufacturers in 2021 -
Webinar
Make Better Decisions With Analytically Driven Marketing -
Webinar
Empathy and Understanding: Driving Loyalty Through Data and Analytics -
Webinar
Real-Time Analytics in Communications: Deeper Customer Insights. Better Customer Experience. -
Webinar
How to Measure Operational Effectiveness and ROI in Today’s Global Environment -
Webinar
AI-Enriched IoT Analytics: Shaping the Future of Customer Experience -
Webinar
Going Beyond CDP To Succeed in the Hybrid Digital/Physical World -
Webinar
Marketing in 20: Digital Trust -
Webinar
Managing Customer Identity Data to Create a Better Customer Journey -
Webinar
Digital Transformation Session 2: Giving People What They Need to Succeed -
Webinar
Experience 2030: Future-Proof Your Customer Strategy -
Webinar
Transform CX to stand the test of time -
Webinar
Master agility and automation for lasting CX advantage -
Webinar
Holistic CX Measurement: How to Reflect Loyalty and Business Value Metrics -
Webinar
Optimize CX by Embedding AI Into Your Marketing -
Webinar
Marketing in 20: The Digital Customer -
Webinar
Banking Under Siege: Avoiding the Trust and Customer Experience Collision Course -
Webinar
From Mad Men To Madtech -
Webinar
Breaking through common barriers to digital marketing success (Part II) -
Webinar
Data and AI: Accelerators of Banking CX -
Webinar
Data Management and Real-Time Customer Experience -
Webinar
Content Marketing in the Age of Uncertainty -
Webinar
Retail Reality: New Rules for Building Brand Loyalty in Times of Crisis -
Webinar
Engaging With Smart and Immersive Tech: Your Customers Are Ready – Are You? -
Webinar
Take Back Control of Your Advertising Efforts: Here’s How -
Webinar
Mapping Digital Events to Customer Journeys: Strategies for Data-Driven Success -
Webinar
Omnichannel Journey Orchestration -
Webinar
Complete and Complement Your Existing MarTech -
Webinar
Keep Your Data Where YOU Want It -
Webinar
Improved Segmentation, Audience Creation and Targeting -
Webinar
Drive Email Campaigns Based on Website and Mobile App Behavior -
Webinar
Orchestrating Your Multi-Wave Campaigns Through Scheduled Journeys -
Webinar
Accelerating AI and Analytics Value: Making the Most of Customer Analytics Technologies -
Customer Story
Hyper-personalized offers help consumer finance company elevate the customer experience -
Customer Story
InShared moves towards an integrated omnichannel marketing approach with SAS Customer Intelligence solution
FAQs
What is The Forrester Wave™: Customer Analytics Technologies report?
It’s an independent analysis that evaluates customer analytics solutions, highlighting vendor strengths and market trends.
Why is SAS recognized as a Leader?
According to the Forrester report, "As one of the few remaining pure-play customer analytics vendors, it is recognized for analytical rigor, mature modeling workflows, and strong customer decisioning capabilities."
How can SAS help my organization with customer analytics?
As an analytics leader, SAS supports advanced use cases such as customer segmentation, churn prevention, and customer lifetime value analysis. SAS further differentiates through decisioning capabilities that make complex, multistep decisions transparent and governable.
What does "customer analytics" mean?
It refers to analytics technologies that consolidate and analyze customer data to enable the business to win, serve, and retain customers. – Forrester, The Customer Analytics Technologies Landscape, Q4 2025
Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. This report is part of a broader collection of Forrester resources, including interactive models, frameworks, tools, data, and access to analyst guidance. For more information, read about Forrester’s objectivity here .