SAS Customer Intelligence 360: Make better decisions with analytically driven marketing


According to the SAS Experience 2030 global study, by the year 2030 67% of in-person customer engagements (think sales assistance and information queries) will be completed by smart machines rather than humans. And while it may seem a bit ironic, the most personalized customer experiences could involve no people at all.

This level of automation will provide businesses the agility they need to make better, faster decisions for their customers. SAS recently hosted a webinar on decision management and analytically driven marketing. It's one part of a series of on-demand webinars that explores how you can balance the use of smart machines and human ingenuity to build a brand that thrives through the next decade.

The most recent webinar in the series explores how the analytical scoring of attribution models can help brands optimize marketing operations and outcomes.

Figure 1: Making better decisions with analytically driven marketing.

Specifically, it covers:

  • Blending the art and science of marketing operations.
  • Marketing attribution and performance measurement.
  • Tactical optimization and testing.
  • Optimizing customer journeys with reinforcement learning.

Access the on-demand webinar here, and to learn more about the SAS platform, check out other customer use cases.


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).

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