SAS Customer Intelligence 360: Factorization machines, visual analytics, and personalized marketing [Part 2]


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.


About Author

Suneel Grover

Advisory Solutions Architect

Suneel Grover is an Advisory Solutions Architect supporting digital intelligence, marketing analytics and multi-channel marketing at SAS. By providing client-facing services for SAS in the areas of predictive analytics, digital analytics, visualization and data-driven integrated marketing, Grover provides technical consulting support in industry verticals such as media, entertainment, hospitality, communications, financial services and sports. In addition to his role at SAS, Grover is an professorial lecturer at The George Washington University (GWU) in Washington DC, teaching in the Masters of Science in Business Analytics graduate program within the School of Business and Decision Science. Grover has a MBA in Marketing Research & Decision Science from The George Washington University (GWU), and a MS in Integrated Marketing Analytics from New York University (NYU).


  1. I freaking love this I have also masters degree in general arts and science program. I took at Sheridan college Trafalgar campus. Also covered philosophy, psychology, sociology, critical thinking skills interpersonal communication with the best teacher I came across my life Dr. Falkowski that man has changed my life and open so many visions and believes it's sick how addictive he had got me to go continuous till this day about deep learning.

  2. Pingback: SAS Customer Intelligence 360: Automated AI and segmentation [Part 1] - Customer Intelligence Blog

  3. Pingback: SAS Customer Intelligence 360: Hybrid marketing and analytic's last mile [Part 1] - Customer Intelligence Blog

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