TMCNet:  SAS Upgrades Customer Intelligence

[May 02, 2013]

SAS Upgrades Customer Intelligence

May 02, 2013 (Close-Up Media via COMTEX) — SAS said that in today's world of empowered consumers and escalating digital spend by corporations, marketers face three challenges to driving revenue: managing customer relationships effectively across channels, creating meaningful customer interactions for memorable experiences and making optimal decisions based on big data.

According to a release, the newly redesigned SAS Customer Intelligence helps meet all three challenges by making advanced analytics more accessible to all marketers and helping them account for marketing investments to the C-suite.

SAS noted that its Customer Intelligence now has four of SAS' top-selling marketing analytics products – SAS Marketing Automation, SAS Marketing Optimization, SAS Real-Time Decision Manager and SAS Digital Marketing – integrated into a single Web-based application. Inside one application, marketers can plan, create and execute campaigns; optimize scenarios; and engage with customers across all channels. No longer will marketers have to manage work in disparate applications and interfaces.

"CMOs face an uphill battle managing a disparate collection of marketing technologies," said R. "Ray" Wang, Principal Analyst and CEO of Constellation Research Inc. "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." In addition, the Company noted: Marketers at women's specialty retailer Chico's FAS Inc. use SAS to execute targeted campaigns via multiple channels. "The new streamlined interface of SAS Customer Intelligence, plus new features such as persona-based workspaces, will result in improved efficiency for my team," said Rebecca Nickerson, Manager of CRM Operations at Chico's. "The ability to easily link test and control groups will simplify reporting. Having previously disparate functions in one interface also means easier user interaction and will significantly enhance productivity." "SAS Customer Intelligence helps marketers instantly close the gap between data analysis, insight and real-time actions, such as a personalized offers and customized 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," said Wilson Raj, Global Customer Intelligence Director for SAS. "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 organization with persona-based workspaces for each role." More information and complete product details: ((Comments on this story may be sent to [email protected]))

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