itb-au logo
Story image

New services from SAS aim to help brands adapt to marketing disruption

13 Jul 2020

SAS is aligning new service offerings and solution updates to assist marketers with ‘reimagining the customer experience’ as consumer behaviour changes because of the COVID-19 pandemic.

The offerings and updates span areas such as digital insights, customer insights, attribution services, and unified marketing intelligence.

“In 2020 the world has shifted in ways that won’t be clear for months or even years, and with it so have customer expectations,” says IDC customer experience strategy program vice president Alan Webber. 

“The new normal requires organisations to deliver even more targeted customer experiences, enhanced multi-channel journeys, and overall heightened satisfaction. 

“New technologies and service offerings will help brands deploy new approaches to data gathering, decisioning, and delivery to create personalised, contextualised, dynamic end-to-end experiences for individual customers. These experiences will be more human in nature and can help brands create deep emotional connections with their customers, which in turn drives loyalty and business growth.”

The SAS 360 Digital Insight Service enables marketers to collect data from online channels. It includes data collection, connectivity and segmentation against a batch-created data profile, data cleansing and preparation, standard static reports and analytical segments, and analytics domain expertise.

SAS 360 Customer Insight Service helps organisations to use data in a way that provides new sources of insight for marketers. Services include digital and on-premise data matching and preparation for analytical modelling, model development for use cases, as well as documented model assessments and reusable model pipelines.

SAS 360 Attribution Service can assist organisations with creating an analytical attribution program. SAS staff will also host workshops to identify digital traffic sources, non-digital marketing touchpoints, conversion goals and customer data hierarchies. This can help to create an established and reusable multichannel attribution environment with reports, insights interpretation, recommendations for sharing across the organisation.

SAS 360 Data Activation Service enables the collection, connectivity, and third-party activation of digital data. Data is collected, joined with offline data, cleaned, prepared, and used for creating machine learning embedded workflow journeys with event recognition and delivered insights discovery. Third parties can then use real time segments.

SAS has updated its Customer Intelligence 360 platform to include more unified capabilities such as an improved open data model for marketing data management, agile marketing planning, journey activation through predictive models, embedded analytics, and extended marketing impact through AI-based real time data analysis.

“Reimagining marketing doesn’t require ripping out your marketing technology stack and replacing it with a host of disparate, shiny new tools,” says SAS global director of customer intelligence, Wilson Raj. 

“Rather, marketers should be able to integrate technologies and techniques that can make your existing systems more resilient, smarter and faster. SAS Customer Intelligence 360 provides real-time, customised interactions in a way that’s privacy-aware – now and into the future.”

Link image
How to effectively monetise your data
It's easier than ever to create engaging analytics experiences using data. Here's how to develop a data monetisation strategy by building data-rich products.More
Story image
The winning formula for successful DataOps
Similar to DevOps, DataOps is an emerging set of practices, processes and technologies for building and enhancing data analytics pipelines to better meet the needs of the business. More
Story image
Video: 10 Minute IT Jams - Who is Milestone Systems?
In this interview, Techday speaks with Milestone Systems director of Asia Pacific sales Jordan Cullis, who discusses the ins and outs of the company's solutions, its focus on certain product development trends, and the company's infrastructure and resources.More
Story image
Macquarie Telecom and Juniper Networks join forces for an Aus wide network refresh
“Together, we are confident that we can improve time-to-market while increasing the end customer’s experience, all while providing Macquarie Telecom with an ultra-reliable and highly-agile network for years to come.”More
Story image
NEXTDC brings new data centre to Western Australia's Perth
“It’s an exciting time for Perth, as we gear up to take a quantum leap forward in the attraction of Western Australia as a region to invest and do business. We are excited to pull back the curtain to P2, and provide a platform for local businesses to take their unique value to the world.”More
Link image
HSM: The next evolution in trust for today’s wireless world
HSM is wired technology for the wireless world – but not all are created equal. Learn more about HSMs, their pros & cons, and the case for virtual HSM models in business.More