How does SAS Customer Intelligence 360 deliver AI-powered audience management?
The audience capabilities of SAS Customer Intelligence 360 help marketers create and activate the right audiences at the right time. GenAI, real-time analytics and a marketer-friendly interface enable you to target, personalize and engage customers – without moving all your data to the cloud.
Keep your customer data where you want it
Unlike with many MarTech solutions for customer engagement, there's no need to lift and shift all customer data into a marketing cloud or CDP to use it.
- Activate only the data you need, when you need it.
- Reduce costs and complexity from moving large data sets.
- Seamlessly integrate with existing cloud or on-premises systems.
Superior information management
Take advantage of bidirectional data flows (including download capability for identity resolution, marketing activity and results), streaming data ingestion and user-defined audience retention periods.
Composable architecture with embedded CDP
Eliminate the need to move customer data into the cloud while taking advantage of our powerful embedded CDP to seamlessly enhance, extend and activate customer and audience data in real time.
Contextualized, business-oriented data model
Use a flexible data model to perform analytics, integrate online and offline data, manage campaigns, make real-time decisions and more. It's available as SaaS, in stream or through an API.
Governance controls
Includes automated PII identification and redaction, data masking and encryption, data hashing and support for user-defined policies.
SAS Customer Intelligence 360 on AWS provides us with a complete 360 view of the customer, which enables us to seamlessly orchestrate customer journeys and offer omnichannel personalized experiences to our customers in real time."Pushan Mahapatra President of Strategic Investments and Head of Open Market SBI General Insurance
Raise audience targeting & segmentation to a new level
- Easily select customers and associated customer attributes directly from your cloud databases (e.g., Snowflake, Google BigQuery, Redshift).
- Upload data into SAS Customer Intelligence 360 for identity and journey management, personalization and activation – no IT involvement required.
Accurate targeting
Create and select the most appropriate audiences for acquisition, retention and loyalty campaigns using graphically driven selection tools that give you easy access to data and analytics.
Advanced segmentation
Generate audiences for use in any channel execution using nodes for criteria, AND/OR, splits, prioritization, limits, custom code and the ability to use data from any entity level (e.g., household, customer, account, business).
Embedded AI & machine learning techniques
Gain deeper insights into audiences and segments for refining retention, cross-sell/upsell and response models over time. Use what you learn to adjust marketing tactics and get the best results.
Target the data where it lives
There's no need to have all the data in one repository to create a marketing audience. You can source marketing audiences from any cloud data warehouse, enterprise data warehouse, customer data platform, walled garden or other targeting source.
Boost productivity & effectiveness with intelligent audience management & GenAI
With GenAI assistants, copilots, agents and more, you can:
- Easily and quickly generate audiences.
- Curate and personalize content.
- Gain performance insights.
- Understand the how-tos.
GenAI for audience creation
Easily build precise customer audiences in natural language. Describe the traits and attributes you want, and GenAI automatically generates and activates them using a simple drag-and-drop interface.
Intelligent audience management
Update and activate audiences in real time. Iterate on the fly to reach the right customers with precision and speed.
Copilot
Get instant guidance across all solution capabilities. An expandable chat assistant answers how-to and documentation questions, links to relevant resources, and suggests related queries and FAQs.
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SAS Customer Intelligence 360 audience capabilities frequently asked questions
What is intelligent audience management in SAS Customer Intelligence 360?
Intelligent audience management in SAS Customer Intelligence 360 enables marketers to create, update and activate customer audiences in real time using analytics, embedded AI and GenAI-assisted tools. Marketers can iterate quickly, test new traits and refine targeting based on performance and AI-driven insights.
Do I need to move my customer data into SAS Customer Intelligence 360?
No. SAS Customer Intelligence 360 lets you keep customer data in your existing systems and move only the fields needed for activation. This reduces data movement costs, preserves privacy and simplifies integration with existing platforms.
What are the benefits of a federated/hybrid data architecture?
A federated or hybrid data architecture lets you keep data at the source while activating only what you need. This reduces data movement costs, lowers complexity, improves privacy by keeping PII out of centralized clouds and gives you full control over data retention.
Can SAS Customer Intelligence 360 create audiences from multiple data sources?
Yes. SAS Customer Intelligence 360 can pull attributes from multiple data sources, including cloud data warehouses, enterprise data warehouses, customer data platforms and walled gardens. This allows you to build audiences without consolidating all customer data into a single repository.
Can SAS Customer Intelligence 360 create audiences from any type of data source?
Yes. SAS Customer Intelligence 360 can pull attributes from any data source, including cloud data warehouses, enterprise data warehouses, customer data platforms and walled gardens. This allows you to build audiences without consolidating all customer data into a single repository.
How does GenAI help with audience creation in SAS Customer Intelligence 360?
In SAS Customer Intelligence 360, GenAI helps marketers create audiences using natural language. Marketers can describe the customer traits or behaviors they want, and SAS Customer Intelligence 360 uses GenAI to generate audience logic and enable activation through an intuitive, drag-and-drop interface. This reduces manual effort and speeds time to market.
What governance and privacy controls are available in SAS Customer Intelligence 360?
SAS Customer Intelligence 360 includes PII detection and redaction, data masking, encryption, hashing and configurable data-retention policies to support secure data handling and compliance requirements.
What privacy and security regulations does SAS Customer Intelligence 360 support?
SAS Customer Intelligence 360 is designed to support compliance with global privacy and security regulations, including the European Union's General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA) and other regional data protection requirements. Its governance framework helps organizations enforce privacy policies while securely activating customer data.
Want to learn more about AI-powered audience management?
We can help you get started with SAS Customer Intelligence 360. Tell us a little about yourself, and a SAS marketing expert will get in touch to learn about your specific needs.