Marketing has changed and continues to change. Some of this is because of technology, but mostly it is the result of evolving customer expectations. Isolated customer interactions, however good, do not create a great customer experience. As isolated events, in fact, they may have a low level of influence on
As data-driven marketers, you are now challenged by senior leaders to have a laser focus on the customer journey and optimize the path of consumer interactions with your brand. Within that journey there are three trends (or challenges) to focus on: Deeply understanding your target audience to anticipate their needs
My journey as a Cubs fan I remember my first feeling of heartbreak. It was in 1984 when the San Diego Padres came back from a 0-2 deficit to beat the Chicago Cubs in the National League Championship Series. I was devastated. Since then, this Cubs journey has had many
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
In April, SAS 360 Discover was introduced at SAS Global Forum 2016. Since my career started at SAS over five years ago, I have been anticipating this important announcement. In my opinion, this is a major breakthrough for the space of digital intelligence. In my first year working at SAS, I learned of research and
The age of the customer is upon us. As data-driven marketers, we are now challenged by senior leaders to take a laser-focus on the customer journey, and optimize the path of consumer interactions with your brand. Within that journey, there are a number of trends (or challenges) to focus on: Deeply understanding
Marketers have used segmentation as a technique to target customers for communications, products, and services since the introduction of customer relationship management (i.e., CRM) and database marketing. Within the context of segmentation, there are a variety of applications, ranging from consumer demographics, geography, behavior, psychographics, events and cultural backgrounds. Over time, segmentation has proven its value,
Marketing analytics continues to explode with more data sources and fascinating predictive marketing approaches to solve important business problems, yet one challenge continues to bubble up. The ability to translate the technical math behind predictive analytics into easy-to-understand business language and visualization to help c-suite executives make data-driven decisions with
In anticipation of SAS Forum Portugal 2015, I wanted to kick off my first contribution to the SAS Customer Analytics Blogosphere sharing an interview I completed with Sofia Real on the topics of modern digital marketing, predictive analytics, optimization, and personalization. Does that sound like a nasty traffic jam you might want to avoid? Absolutely not,
