Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.
SAS® CUSTOMER INTELLIGENCEINTEGRATED MARKETING MANAGEMENT | AN INTRODUCTION
Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.
EMPOWERED CONSUMERS:Digital Channels, Generations
EXPLOSION OF DATA:Big Data vs. Right Data vs. Small Data
EVOLVING CMO ROLE:Art versus Science
CUSTOMER INTELLIGENCE EMPOWERED, EXPLOSION, EVOLVING
analytical creative
Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.
CUSTOMER INTELLIGENCE CORE ENABLERS FOR ISSUES FACING MARKETING
• Expanded client data – beyond
marketing touch points (to include
functional/ translational data from
customer service, billings, etc. as
well as attitudinal/ behavioral data
from DMP, 3rd party sources,
internal systems, etc.)• Balance of privacy vs.
personalization• Data Governance
• Coordinated decision processes to
understand, manage and optimize
client experience X-enterprise • Metrics realignment to customer
management drivers (NPS, loyalty,
profitability, client experience, etc.)• Real-time enablement to capitalize
on relevant new in/ out bound
intelligence
Marketing Orchestration
Data Management
Analytics & Visualization
• Customer analytical environments
(balance of central & distributed)‒ Insight‒ Execution‒ Performance
• Self serve analytics/ democratization
based on business need• Better visualization of data & insights
1 2 43
Big Data Platform
• Introduce data variety (structured
and unstructured) to existing
analytics/ processes for enhanced
insights• Creating extended data partnerships
with other ecosystem players for
real-time mashing and contextually
aware insights
Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.
1
Integrated, multi-channel
in/outbound conversations in
real-time
Expectation
The Marketing Campaign
Deliver a branded customer
experience in and outside of
marketing
Expectation
The Customer Experience
Sustain brand health in a rapidly changing virtual
world
Expectation
The Brand
RESPONSIBILITY
CUSTOMER INTELLIGENCE
THE MARKETER’S MANDATE HAS EVOLVED
1 2 3
Unearth and dynamically
manage insights to drive action
Insights and Analytics
Expectation
4
Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.
Marketing
Optim
ization
CUSTOMER INTELLIGENCE
Customer Contact Channels
Digital Experience
Marketing Analytics
Enterprise Intelligence Platform
Capture All Digital (Online, Social) Behavior
Multichannel Engagement
Inbound “Real Time and Batch”
Outbound “Real Time and Batch”
DQ / DI / MDM
Data Storage
Business Intelligence
Analytics
Strategy and Operations
Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.
CUSTOMER INTELLIGENCE
CUSTOMER SUCCESSES
CUSTOMER EXPERIENCE SOLUTIONS FROM SAS HAVE HELPED LOTTE UNDERSTAND CUSTOMER BEHAVIOR AND NAVIGATION ACROSS ALL ONLINE PROPERTIES, RESULTING IN A SALES INCREASE OF 10 MILLION DOLLARS IN YEAR ONE.
Segmentation, social network analysis of 1 billion
distinct links, and multi channel marketing using
SAS has helped reduce churn by 25%.
Dreyers uses Marketing Operations solutions from
SAS to save over 300 million USD annually by
streamlining workflows and marketing processes.
Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.
Gartner 2014 Campaign Management Management MQ
CUSTOMER INTELLIGENCE
EXTERNAL VALIDATION
Forrester 2014 Cross Channel Campaign Management
Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.
CUSTOMER INTELLIGENCE
STRATEGY
“Helping analytical firms become more digital, while helping digital
firms become more analytic.”
Functional• Digital Dialog Management• Mobile and Omni-channel Marketing• Decision Management – based on Insights, Rules, and Actions• Differentiated Analytics• Optimized Marketing• Social Channel Integration
Technical• Lower TCO• Cloud-ability• Performance• Usability & application integration• Ecosystem integration – Enhanced Customer View• Digital Data Hub – Channel, Data, Application Adapters
Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved. sas.com
THANK YOU
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