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, contextualised 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.”
“Capturing customer attention is more than a differentiator for brands; it is the difference between success and failure. Those that manage to offer a truly personalised customer experience are rewarded handsomely with long-term customer loyalty,” said Tiffany Carpenter, Head of Customer Intelligence at SAS UK & Ireland.
“Now, in the midst of a global pandemic, delivering carefully crafted customer interaction is more important than ever. But extracting real-time intelligence from data in order to meet customers with the right message at their point of need is unfeasible at scale without advanced technologies. SAS Customer Intelligence 360 makes it possible. With AI guidance and embedded predictive marketing analytics, marketers have new capabilities when it comes to understanding their customer. They can now predict customer journeys, understand key CX drivers and forecast the performance of marketing campaigns today 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 personalised 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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