Competition in customer experience management has never been as challenging as it is now. Customers spend more money in aggregate, but less per brand. The average size of a single purchase has decreased, partly because competitive offers are just one click away. Predicting offer relevance to potential (and existing) customers plays a key role in segmentation strategies, increasing macro- and micro-conversion rates, and the average order size.
I discussed these challenges and more at SAS Global Forum 2019 in Dallas, where thousands gathered to learn about the latest innovations in SAS technology. Building on a previous blog posting and technical whitepaper, my forty-five minute presentation covered the following topics:
- What are factorization machines?
- How do factorization machines support personalized marketing?
- How do SAS Customer Intelligence 360 and SAS Viya work together to support building and deploying recommendation systems within customer experiences?
- A step-by-step demonstration and a business use case.
To learn more about how the SAS platform can be applied to other marketing and customer-centric use cases, please check out additional posts here.