Balancing consumer privacy and effective marketing

When it comes to online customer data, marketers today have to balance a fine line between consumer privacy and effective marketing. The problem is that it’s quite easy for marketing to be intrusive, annoying and even creepy, so there is a risk that the abusers in our industry may prompt legislation […]

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SAS using SAS® a winning combination!

A little over 2 years ago, I wrote a post about our vision for turning big data into a strategic asset.  The outcome of this vision was the development of a Global Marketing System that provides marketers with complete views of customer behavior and advanced marketing analytics so we can […]

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Web analytics and digital attribution

I recently read an excellent research report by the IAB and Forrester titled Digital Attribution Comes of Age (full disclosure, SAS was a sponsor). In the paper, they talked specifically about improved multichannel measurement, data driven decision making and media buying leverage for marketers. Attribution, for me, is the natural evolution of marketing mix modelling […]

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How to align for success with customer intelligence

It should be no surprise that our marketing department here at SAS has a strong culture of measurement and accountability. As a result, it should shock nobody that we actually use our own customer intelligence solutions to help achieve our continuous improvement. My colleague, Matt Fulk, heads up the team that has been […]

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Customer analytics improve the odds at Seminole Gaming

We had the good fortune to have Ralph Thomas, Ph.D., VP of Strategic Analytics and Database Marketing from Seminole Gaming, participate in our integrated marketing management panel at the 2012 SAS Global Forum Executive Conference along with his colleagues from Office Depot and Best Buy. Each panelist presented a short […]

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How Independence Blue Cross predicts attrition in health insurance markets

I am at the 9th Annual SAS Health Care and Life Sciences Executive Conference, an extraordinary event that draws the best and the brightest leaders as both speakers and attendees from the pharmaceutical, health insurance, health care and related industries.  One session featured speakers from Independence Blue Cross sharing their […]

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SAS uses its own solutions to boost conversion rates

Happy New Year! As we begin 2012, I think we can all agree there is no question that the explosion of digital technology over the past few years has redefined the relationship between vendor and customer. With so much product and vendor information just a click or a tap away, […]

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Is your database ready to take the plunge into analytics?

I just returned from a vacation to the Pacific Northwest.  What a place!  The highlight was a whitewater rafting trip we took on the White Salmon River in Washington.  The trip is scenic and chaotic.  The track of river we ran delivers a steady barrage of class 3-4 rapids and […]

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4 Steps to matching online behavior with real time offers

For marketers with a lengthy, complex sales cycle, it is still imperative to engage a potential buyer as quickly as possible with relevant information. In an online world, tools like “click to chat” help with those willing to engage  with vendors. In handling the volume of interactions of those who are not yet ready to […]

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5 Tips for aligning your content strategy to your digital strategy

As a B2B marketing organization that promotes market-leading business analytics software and services, we at SAS have encountered the challenges that stem from our customer’s changing buy-cycle habits, as more and more turn to online channels for their research, evaluation, and consideration phases. We talk about these challenges in the […]

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