In my first post, I discussed the importance of brand equity and its relationship to good customer experience. Consider this scenario of an organization where brand equity was negatively impacted by a fractured customer experience. In this case the “brand” is the corporate brand.
Tag: SAS Customer Intelligence 360
When it comes to strong brand equity, everyone in the organization has to have a seat at the table. Brand equity is the result of positive interactions and transactions between the consumer and brand – across all touchpoints and all communication channels. It is built over time by brands being
There's no doubt that artificial intelligence (AI) is here and is rapidly gaining the attention of brands large and small. As I talk to customers and prospects, they are interested in understanding how AI and its subcomponents (cognitive computing, machine learning, or even deep learning) are being woven into various
In April, SAS 360 Discover was introduced at SAS Global Forum 2016. Since my career started at SAS over five years ago, I have been anticipating this important announcement. In my opinion, this is a major breakthrough for the space of digital intelligence. In my first year working at SAS, I learned of research and
Generating rich customer insights – the centerpiece of successful marketing efforts – is more arduous and crucial in today’s digitally saturated world. Brands must not only understand their customers across all touch points, but analyze and glean patterns from their behavior, and quickly respond to the faintest signs of changing
I’m a marketing technology marketer. I need to practice what I preach. Not a day that goes by (well, okay, not a workday goes by) that I’m not talking about the importance of optimizing the customer journey. But, it’s not just about acquiring new customers and cross-selling new products. It’s about creating
Just last weekend, I was considering buying a new camera lens. I already had a few brands in mind, so I looked online at their websites to learn more about their product information. I was able to conduct a comparison on different brands and lenses to narrow down to a