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Marketing Analytics

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Marketing Data Management

Seamlessly enhance and extend customer data activation.

Discover how consumers, brands and technology will evolve through 2030

How SAS® Delivers Marketing Data Management

Move beyond a traditional customer data platform with our hybrid architecture.

A true digital picture

  • Understand digital activity by tracking and synchronizing customer behavior across devices and digital touch points.
  • Get unparalleled access to customer data – including joining known and unknown digital interactions across the organization – to support insight, marketing analytics, personalization and customer decisioning.

Powerful analytics, easy access, real-time activation

  • Detect digital events in real time and apply sophisticated analytics on the spot.
  • Enable business users to collect and structure data for real-time analysis.
  • Incorporate relevant customer behavioral data for real-time personalization that improves customer satisfaction and increases business acumen.

Data activation across the customer journey

  • Extend customer experience management beyond the marketing department.
  • Provide areas like service, fraud, risk, credit and merchandising with the same unified customer profile and insights.
  • Lay the foundation for interaction consistency and a great customer experience using analytically driven customer insights and automated journey shaping tasks.

Why SAS® for marketing data management?

Create a digital customer profile

Every digital interaction is consolidated to the customer level – linking known and unknown digital activity. PII-free identifiers help synchronize customer data sources – offline, geodemographic, account level insights, call center interactions, etc. This provides marketers with a current and comprehensive omnichannel view.

Adopt best-in-class data management

Powerful data management capabilities – data access, data quality, data integration, data federation, data governance, master data management and data streaming – are all included. Accurate identity management is what SAS does best.

Move beyond a customer data platform

Take advantage of real-time omnichannel marketing capabilities with embedded AI and machine learning. This includes A/B, multivariate, behavior personalization, attribution analysis and next-best-action recommendations, among others. Data streaming engines ensure you can access offline or online data in real time, and it won't sit stagnant in a traditional CDP.

Keep customer data where you want it

Requiring data duplication of first-party customer data is a thing of the past. You can connect easily to any chosen data environment, enabling you to use data where it resides – using existing investments, controlling privacy and speeding time to value. Detect events as they happen and incorporate that data into relevant, analytics-ready customer profiles.

Ensure data privacy & governance

No PII data is stored in the SAS Platform. The SAS Platform queries on-site or private cloud databases for customer segmentation. Digital data can be joined in from owned digital properties (such as web or mobile apps). The data is your hands – managed and governed as you see fit. Data can remain where it resides – no lifting into a CDP for segmentation.

Recommended Solutions for Marketing Data Management

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