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Marketing Analytics Meets Artificial Intelligence: Six Strategies for Success

A TDWI Checklist Report

About this paper

While artificial intelligence (AI) has been around for years, its resurgence in the digital marketplace is not a coincidence. AI is transforming marketing by enhancing current analytical capabilities to better understand customers and deliver the best experiences like never before – and fast enough to differentiate your business.

This paper explores six ways that AI can help marketers improve their marketing effectiveness:

  1. Enable real-time decision management and next best offer/action with machine learning and automation
  2. Use AI and machine learning to sharpen cross-selling and up-selling
  3. Improve understanding of the Voice of the Customer with cognitive computing and sentiment analysis
  4. Empower customer service and support with cognitive computing and natural language processing
  5. Transform Web analytics into digital intelligence
  6. Optimize marketing with analytics and machine learning

About SAS

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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