Need to solve a big data marketing problem? Visualize it.

Developments in advanced analytics, data visualization and processing power are opening new doors to solve big data marketing problems. Most notably, the time horizon on our perspective has broadened into the future by progressing From descriptive analysis (What happened?) To diagnostic analysis (Why did it happen?), To predictive analysis (What will happen?) and then To prescriptive […]

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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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Marketing analytics and why Google matters

I have been fortunate enough to work on some of our various marketing analytics’  implementations. One specific solution I have talked about before is Customer Experience Analytics (CXA), a solution that facilitates the integration of online and offline data for better customer insights and segmentation. It is a key part of our overall […]

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The customer experience equation - solved by SAS.

The ability to manage cross channel customer interactions is no doubt a critical part of business strategies. Business strategies that focus on continually improving customer loyalty, constantly reducing marketing costs, and always communicating consistently and efficiently with customers will always rely on managing cross channel customer interactions effectively. In order […]

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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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Web analytics and demand generation

My colleague Matt Fulk and I were looking for a follow up to our white paper, Lead Management Automation Using SAS, which covered our evolution with marketing analytics. One initiative that has really been rewarding to work on has been the internal implementation of our Customer Experience Analytics solution. For me, […]

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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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eMetrics San Francisco – SAS is at it again!

eMetrics is always a great event for us. Internally, we often fight over who manages and attends the event, because it’s such a good time. Thankfully, because I’m based closer to the West Coast than my counterpart, I’ve won the right two years running. Last year, in San Jose, we […]

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Striving for relevance with empowered customers

There are many reasons I often feel overloaded and overstimulated nowadays, so I think I can relate to my target market when they get my messages. I'd like to take a moment to set aside my usual John-the-marketer hat and explore the issue of relevance from the perspective of my […]

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The digital marketing era requires a new definition of best

The issues marketers face are daunting. Let’s talk about three. Email. Response and opt out rates are awful. So we struggle to push thru the noise and stand out. We work to develop a strong list, message, and call-to-action. But we can’t know for certain if our offer will resonate […]

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