Every brand offers a digital experience for a reason. But to achieve on your mission, raising awareness and attracting visitors through online media is critical. No visitors? Game over. Let’s dive into a business case using website visitor data to sas.com. Suppose that a manager asks: What did our web
Tag: web analytics
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
Although the title of this blog posting has all the ingredients to attract the eyes of an analyst, the content is targeted for all personalities of a digital marketing organization. Before we jump into the marketing analytic use case regarding forecasting, scenario analysis, and goal-seeking for digital analytics, let's spend some time
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
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
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
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
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
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,