Moving from blasts to conversations

Editor’s note: This post is part of a series excerpted from Adele Sweetwood’s book, The Analytical Marketer: How to Transform Your Marketing Organization. Each post is a real-world case study of how to improve your customers’ experience and optimize your marketing campaigns.

When in doubt, one of the easiest things marketers can do is send an email blast. The approach is predicated on a strength-in-numbers mentality. If you send out enough messages, somebody, somewhere, will receive it and take the desired action.

While marketers still use blast messages, their value is waning. Why? You are competing for attention with your emails, website, advertisements, collateral, events and any other initiative. People are using their phones, computers, tablets and TVs to consume information. It’s harder than ever to reach, much less sway, a customer.

Read More »

Post a Comment

Machine learning and what it means for marketing

Machine learning has a high profile currently and is riding a wave of exposure in the media that includes articles about subjects from self-driving cars and self-landing rockets, to computers beating the world’s best players at Go, the most computationally complex board game in the world. Is there an opportunity for your organisation, and the marketers within it, to make use of this “new” technology?

Read More »

Post a Comment

SAS 360 Engage: A/B testing and algorithmic segmentation

For the uninitiated, SAS 360 Engage enables organizations to interact with consumers by allowing them to create, manage and deliver digital content over web and mobile channels.  Wait a minute. SAS does more than the analytics? That is correct. SAS 360 Engage is a marketing super force serving as a one-stop shop for data capture all the way through delivering highly-targeted, personalized digital experiences.

Read More »

Post a Comment

How customer intelligence can win hearts and minds

In today’s digital age, products have become increasingly commoditised, requiring organisations to shift their focus towards ensuring the customer experience becomes their biggest differentiator.

Previously, the customer experience journey was a string of static, one-dimensional encounters. But now, thanks to big data and the resulting innovations it can provide, customer experiences can be a seamless exchange over different channels between people and the organisations with which they choose to do business.

Read More »

Post a Comment

SAS 360 Engage: Delivering blue-box predictive personalization

SAS Customer Intelligence 360 is a new digital marketing hub offering that enables users to plan, analyze, manage, and track customer journeys. It includes SAS 360 Discover for digital intelligence and SAS 360 Engage for execution capabilities that enable marketers to dynamically create, manage, and place digital content across a variety of channels. These new enhancements to our customer decision hub extends the capabilities of an organization to orchestrate omnichannel customer activity. Our intent behind this new offering? To enable our clients to take predictive action through their customer-preferred channels, and deliver a desirable, personalized experience. Read More »

Post a Comment

Determining the moment of truth is not rocket science

I think it's probably the most frequently asked question among teenagers who come to our house: "How much data have you got left this month?" And then, if the status of their data limit requires it, they immediately ask for my wi-fi password. They carry on unperturbed watching YouTube videos and using Instagram, Snapchat, or whatever. But what if, as a telco provider, you actually exploited this moment for something other than communicating the current usage? What if you could convince these customers – at the time when they are most susceptible to it – to expand their bundle and pay a bit more?

Read More »

Post a Comment

How far can IoT take customer intelligence?

There is some debate about the extent to which the internet of things (IoT) is affecting customer intelligence. We have the potential for something new: IoT could mark the end of segmented marketing and the start of “momentary marketing”’. But is this really happening yet? Current deployments give us some idea of how far this could go. Early adopter examples suggest IoT for customer intelligence will be an evolution. Read More »

Post a Comment

Winning the customer experience war begins in the data trenches

Back in 2001, when I started working in the enterprise marketing software business, customer relationship management or CRM was seen as the cure all from a sales and marketing perspective.

“If only we could more quickly send direct mailers offering a buy one, get one video rental, we could corner the market” one executive told me. CRM deployments at that time were costly and resource intensive.

My how times have changed.  But one thing hasn’t changed – there remains three critical components to consider when standing up a solid customer intelligence software solution – data, insight and action.

Read More »

Post a Comment

SAS CI community: Your ticket to speedy SAS answers

My smartphone’s alarm clock app recently did something it’s never done. It failed to go off. I slept through my exercise class. Grrrr!

After texting an apology to my trainer, I looked online for a solution. Google knows everything, right? I found the answer in an online support community, tweaked the app and life went on. Who doesn’t scour the web for quick answers these days? Read More »

Post a Comment

Are marketers ready to navigate IoT privacy concerns?

Privacy is a perennial issue. Whether it is a data breach at the IRS, deliberate leaks such as the Panama Papers or simple non-compliance of data rules, privacy is a regular source of news stories and concern to those responsible for managing personal data of any kind. The Internet of Things (IoT) has potential to make this level of concern look small. IoT data can expose more—and more intimate—information than has ever been shared in the past, and customers are waking up to this. Read More »

Post a Comment