One of the wonderful aspects about my client-facing role at SAS is the breadth of audiences that I get to work with. No matter where you fall on this list: Data engineer. Business or marketing analyst. Citizen data scientist. Data scientist. Statistician. Executive. One topic is certain: We all love
How different is different? Descriptive analytics is powerful. You get to see your data and seeing is believing as they say. But blindly believing what you see is not always the best strategy. Asking someone else if they see what you see helps but is still subjective. Objectivity starts with
If there’s one thing today’s organisations can agree on, it’s that the world has changed. In the words of Tony Mooney, former managing director of insight and decision science at Sky, speaking at the recent SAS Data & Customer Experience Forum, “we are now living in a world that is volatile,
Tiffany Carpenter, head of customer intelligence at SAS UK & Ireland, looks at the benefits of real-time customer experience and offers a preview into how analytics is powering hyper-personalised customer journeys In recent years, customer experience has become an important battleground for brands. Yet, in a hyper-connected, hyper-competitive environment where
All of us we have had the unfortunate experience of going to a store and encountering a salesperson who is unable to give us expert advice about a product or service. It’s not because salesperson is unwilling to help us, but rather because he or she does not know in
As mass marketing becomes less common and effective, we get closer and closer to the ideal of the “segmentation of one,” which involves high degrees of personalization. In that environment, businesses must be able to market to customers at an individual level to remain competitive and relevant. However, without customer analytics technologies --
I recently worked with a company (we’ll call them ABC, Inc.) on a customer segmentation strategy. This particular organization has a predefined set of marketing campaigns that they would send to all of their customers. There was no differentiation in the messaging or channel. We created a number of predictive
What does a day in the life of an ad agency look like? In Don Draper’s Mad Men world, it involved creative brainstorming and, yes, a lot of smoking and drinking at the office. Much has changed since the 1960s. With the exponential increase in digital data, today’s agencies are
Gilt is an online retailer based in the United States, founded in 2007 and is best known for flash sales - only available to members for 36-48 hours. It's all about giving its members the inside scoop to snag something cool and sought after, and then adding the thrill of
It’s an interesting question, right? We all know our customers talk among themselves about our products and our brands. They do it in person, on the phone and on social media. Heck – even we marketers talk among ourselves and sometimes it's about our customers. It’s what people do –
