Customer Intelligence Blog

Tag: customer analytics

Suneel GroverNovember 1, 2018 1

SAS Customer Intelligence 360: A look inside the black box of machine learning [Part 1]

As machine learning takes its place in numerous advances within the marketing ecosystem, the interpretability of these modernized algorithmic approaches grows in importance. According to my SAS peer Ilknur Kaynar Kabul: We are surrounded with applications powered by machine learning, and we’re personally affected by the decisions made by machines

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Advanced Analytics | Customer Intelligence | Data Visualization

Suneel GroverOctober 11, 2018 0

SAS Customer Intelligence 360: Visual forecasting, traffic acquisition, and digital media

Every brand offers a digital experience for a reason. But to achieve on your mission, raising awareness and attracting visitors through online media is critical. No visitors? Game over. Let’s dive into a business case using website visitor data to sas.com. Suppose that a manager asks: What did our web

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Customer Intelligence

Wilson RajAugust 10, 2018 0

Who owns real-time customer interactions in the C-suite?

With analytics, brands can see the world as their customers do ‒ and shape real-time customer interactions accordingly. And according to latest Harvard Business Review Analytics Services Report, Real-Time Analytics: The Key to Unlocking Customer Insights & Driving the Customer Experience, real-time analytics is a critical enabler. The report is

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Customer Intelligence

Suneel GroverJuly 13, 2018 0

SAS Customer Intelligence 360: The Digital Shapeshifter of Recommendation Systems [Part 2]

In part one of this blog posting series, we took an introductory tour of recommendation systems, digital marketing, and SAS Customer Intelligence 360. Helping users of your website or mobile properties find items of interest is useful in almost any situation. This is why the concept of personalized marketing is

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Customer Intelligence

Suneel GroverJune 20, 2018 3

SAS Customer Intelligence 360: Predictive next best actions

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

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Customer Intelligence

Suneel GroverMay 30, 2018 3

SAS Customer Intelligence 360: Goals, propensity models, and machine learning

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

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Suneel GroverSeptember 26, 2017 1

Algorithmic marketing attribution and conversion journey analysis [Part 3]

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

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Advanced Analytics | Analytics | Artificial Intelligence | Customer Intelligence | Machine Learning

Malcolm LightbodySeptember 19, 2017 0

Algorithmic marketing attribution and conversion journey analysis [Part 2]

In Part 1 of this blog posting series, we discussed our current viewpoints on marketing attribution and conversion journey analysis in 2017. We concluded on a cliffhanger, and would like to return to our question of which attribution measurement method should we ultimately focus on. As with all difficult questions

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Advanced Analytics | Artificial Intelligence | Customer Intelligence | Machine Learning

Suneel GroverSeptember 13, 2017 2

Algorithmic marketing attribution and conversion journey analysis [Part 1]

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

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Advanced Analytics | Analytics | Customer Intelligence | Data Visualization | Machine Learning

Suneel GroverAugust 11, 2017 2

How does a marketer know what to test?

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

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Tag: customer analytics