SAS redesigns customer analytics tool for CMOs

30th Apr 2013

SAS has announced the redesign of its SAS Customer Intelligence offering in a bid to bring more meaningful analytics to marketers and help them account for marketing investments.

A web-based application, Customer Intelligence combines four of SAS’ existing analytics products – SAS Marketing Automation, SAS Marketing Optimisation, SAS Real-Time Decision Manager and SAS Digital Marketing – to allow marketers to plan, create and execute campaigns, and engage with customers from within a single dashboard.

Announced at SAS Global Forum 2013, new features include the ability to quickly switch between inbound and outbound campaigns, real-time insights for more targeted campaigns and better reporting, support for A/B testing and enhanced email design capabilities.

According to the firm, this will help marketers avoid the challenges of having to work across multiple applications and interfaces.

For instance, with the upgraded tool retailers looking to manage the customer experience through multichannel campaigns can leverage email templates and controls for personalised marketing, whilst financial firms can create more selective persona-based campaigns for more relevant messaging.

Wilson Raj, global customer intelligence director for SAS, said: “SAS Customer Intelligence helps marketers instantly close the gap between data analysis, insight and real-time actions, such as a personalised offers and customised 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.

“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 organisation with persona-based workspaces for each role.”

Ray Wang, principal analyst and CEO of Constellation Research, said: “CMOs face an uphill battle managing a disparate collection of marketing technologies. 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.”

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