SAS® Customer Intelligence redesigned to improve marketing results with increased efficiency and accountability
Four marketing analytics products integrated in one environment
In today's world of empowered consumers and escalating digital spend by corporations, marketers face three challenges to driving revenue: managing customer relationships effectively across channels, creating meaningful customer interactions for memorable experiences and making optimal decisions based on big data. The newly redesigned SAS® Customer Intelligence, available today, helps meet all three challenges by making advanced analytics more accessible to all marketers and helping them account for marketing investments to the C-suite.
SAS Customer Intelligence now has four of SAS' top-selling marketing analytics products – SAS Marketing Automation, SAS Marketing Optimization, SAS Real-Time Decision Manager and SAS Digital Marketing – integrated into a single Web-based application. Inside one application, marketers can plan, create and execute campaigns; optimize scenarios; and engage with customers across all channels. No longer will marketers have to manage work in disparate applications and interfaces.
"CMOs face an uphill battle managing a disparate collection of marketing technologies," said R. "Ray" Wang, Principal Analyst and CEO of Constellation Research Inc. "As CMOs take over more of the technology budget, they expect integrated marketing tools along the customer experience journey. Strategy and planning should match information and analytics. Orchestration and interaction should flow with customer experience. These new solutions must deliver on a design point around integrated marketing across channels and across digital strategies."
Retailers that need to manage the customer experience – regardless of whether the customer buys online, in store or via smartphone – will be able to design, test and execute multi-channel campaigns from within the same application. New features, such as email templates and controls will help low-margin businesses (e.g. grocery stores) rapidly refine and personalize campaigns to boost consumer loyalty. Improvements to testing, process and design galleries will help financial service organizations and insurers perform more thorough testing, create more selective persona-based campaigns and distribute relevant messaging down to branch and broker levels.
Marketers at women’s specialty retailer Chico’s FAS Inc. use SAS to execute targeted campaigns via multiple channels. "The new streamlined interface of SAS Customer Intelligence, plus new features such as persona-based workspaces, will result in improved efficiency for my team," said Rebecca Nickerson, Manager of CRM Operations at Chico's. "The ability to easily link test and control groups will simplify reporting. Having previously disparate functions in one interface also means easier user interaction and will significantly enhance productivity."
New features to help make the marketer's job easier include:
- The ability to quickly switch between inbound and outbound campaigns.
- Timely insights for automated, highly targeted campaigns; marketers can test and learn on the fly, and continually improve campaigns, ROI and customer experience.
- Support for A/B testing including champion-challenger and challenger-challenger control groups, and improved treatment management.
- Enhanced e-mail design capabilities with templates and digital asset management.
- Improvements to permissions management and sharing, and the ability to add comments to optimization scenarios and input data.
- Enhancements to the optimization algorithm, reducing execution times while increasing optimization complexity.
"SAS Customer Intelligence helps marketers instantly close the gap between data analysis, insight and real-time actions, such as a personalized offers and customized campaigns. This improves marketing effectiveness and efficiency. Marketers can now go from data to design to decisions without logging in and out of multiple systems," said Wilson Raj, Global Customer Intelligence Director for SAS. "Whether it's a marketing analyst exploring big data, a campaign manager designing a multi-channel campaign, or a CMO making critical business decisions, SAS Customer Intelligence supports collaboration and provides accountability across the entire marketing organization with persona-based workspaces for each role."
For more information visit sas.com/customerintelligence.
Today's announcement was made at SAS Global Forum 2013, the world's premier analytics conference and the largest gathering of SAS users, attended by more than 4,000 business and IT users of SAS software and solutions. Key sessions will be live streamed at the SAS video portal.
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