As promised a couple of weeks ago, I am very happy to share Part 2 of a webcast series highlighting how SAS participates in the space of digital analytics for data-driven marketing with applications for personalization and attribution. Before launching the video, let me set some context for what you are
Digital analytics primarily supports functions of customer and prospect marketing. When it comes to the goals of digital analysis, it literally mirrors the mission of modern marketing. But what exactly is today's version of marketing all about? Honestly, we've been talking about this for years. And years. We ALL know
The business opportunity to intelligently manage customer journeys across their lifecycle with your brand has never been greater, but so is the danger of not meeting their expectations and losing out to savvier competitors. In my opinion, the current state of most digital analytic practices continue to be siloed, tactical, and narrowly fixated on channel-obsessed dashboard
I begin this blog post with one goal in mind. I want to raise awareness on the subject of customer and marketing analytics, and why this field is exploding in interest and popularity. Let's begin with a primer for the uninitiated, and lay down some definitions: Customer Analytics: The processes, technologies, and
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,
