Knowing what your customers want and when they want it is valuable insight for any business. The key is to know how to find out.

At Oberweis Dairy, one of their important product lines is ice cream - and for them, higher temperatures mean more ice cream sales, right? Not exactly. It turns out that dew point (a composite of humidity and temperature) is a better predictor of ice cream sales than just temperature.

And that key customer insight ripples throughout the enterprise, driving business decisions from production schedules to staffing - a great example of cross-business alignment to make sure that when the customer wants their ice cream, they can have it.

So how did they figure it out? By using marketing analytics. Click below to see a short video that tells the story in under three minutes:

Click here to read more details about the bigger marketing story at Oberweis, where SAS helps optimize cross-channel promotions to save millions and up customer retention by 35%.