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).
Regardless of industry, it has become a frequent occurrence that behind every data-driven marketer is an analytical ninja. Together, they formulate recipes in addressing the customer-centric paradigm that considers the different actions that a brand can take for a specific individual, and decides on the “best” one. The goal of
Why does your organization’s website or mobile app exist? What are you hoping to accomplish with your business by being digital? What are the most important priorities for your digital presence? Here are three goals that most organizations share: Sell more stuff. Make marketing more effective. Delight customers. Goals are
Path analysis is an exploration of a chain of consecutive events that a given user or cohort performs during a set period while using a website, online game or mobile app (although other use cases can apply outside of digital analytics). As a subset of behavioral analytics, path analysis is
When data meets geography, use cases revolve around mapping and spatial analytics. But what happens when you combine digital analytics and powerful visualization for customer location analysis? Leveraging data collection mechanisms, SAS 360 Discover captures first-party behavioral information across the entire digital customer experience with a brand’s websites and mobile
In May of 2016, I expressed my personal excitement for the release of SAS 360 Discover to the SAS platform, and the subject of predictive marketing analytics. Since then, I have worked with brands across industries like sports, non-profits, and financial services to learn about valuable use cases. Before diving
If you’ve ever used Amazon or Netflix, you’ve experienced the value of recommendation systems firsthand. These sophisticated systems identify recommendations autonomously for individual users based on past purchases and searches, as well as other behaviors. Customers get algorithmic recommendations on additional offerings that are intended to be relevant, valued, and
In Part 1 and Part 2 of this blog posting series, we discussed: Our current viewpoints on marketing attribution and conversion journey analysis in 2017. The selection criteria of the best measurement approach. Introduced our vision on handling marketing attribution and conversion journey analysis. We would like to conclude this
Everyone has a marketing attribution problem, and all attribution measurement methods are wrong. We hear that all the time. Like many urban myths, it is founded in truth. Most organizations believe they can do better on attribution. They all understand that there are gaps, for example, missing touchpoint data, multiple
As customer interactions spread across multiple touch points, consumers demand seamless and relevant experiences. Traditional planning and design approaches--that rely on historical conventions, myopic single-channel perspectives and sequential act-and-learn iteration—no longer matches the complexity and pace of modern digital marketing. Marketers must re-evaluate their strategies for engagement—especially in the area
How can you tell if your marketing is working? How can you determine the cost and return of your campaigns? How can you decide what to do next? An effective way to answer these questions is to monitor a set of key performance indicators, or KPIs. KPIs are the basic
