True digital marketing intelligence is all in the data!


At a recent MESA - Hollywood IT Society Digital Marketing conference, Claudio Ludovisi, SVP, Operational Strategy NBCU Entertainment for Marketing & Digital took a live poll of about 200 or so media marketing executives in the audience and asked them to “Think about what it takes to achieve true multiplatform marketing ... what ONE word comes to mind?”

Within seScreen Shot 2014-10-07 at 2.18.22 PMconds this word cloud began to appear and it was apparent that the winner was data! Besides marketing synergy, audience engagement, and strategy, it is all about the data – specifically big data that comes from:  offline first-party CRM and transactional data; online digital analytics data (structured and unstructured, known and anonymous) from web analytics and advertising offerings; and third-party data from data management platforms.  All of these are equally important and are a summation of how today’s ever connected consumers are interacting with brands and content.

This is very consistent with our experience at SAS with our media, communications and entertainment customers. Since online/digital advertising now accounts for 31 percent of paid advertising spend, tied with offline channels and catching up to TV, it is more critical more than ever to be able to combine these data sources and make real time offers and content recommendations. If you think about the ever-connected consumer with the average person having 3-4 connected devices this is the way to get the consumers’ mind share.  However, the ability to bring all this insight together leaves digital and attribution marketers scratching their heads trying to figure this all out and how to measure their organizations digital marketing success. Even in the most leading edge and innovative companies in the world.

The solution to gaining true digital intelligence is a strong data management tool capable of performing master data management (the ability to stitch together consumer data from siloed sources to create one unified customer “golden” record) plus world class big data analytics and data visualization with the goal being to marry the online and offline and then discover all the correlations and behavioral predictions on consumer.  With the key attribute of these systems being able to handle not just big but huge data volumes.

At SAS, we are working with many leading companies to do just this. Whether it is a TV network, a sports team or league, or a digital publisher, SAS is helping marketers to attain digital intelligence and break barriers they did not previously think possible. To learn more about this topic and SAS’ capabilities, please check out this whitepaper, Big Digital Data, Analytic Visualization and the Opportunity of Digital Intelligence, written by Suneel Grover a SAS Senior Solutions Architect for Customer Intelligence and Advanced Analytics and adjunct professor at George Washington University.



About Author

Suzanne Clayton

Principal Product Marketing Manager

Since Suzanne’s start at SAS in 1997, she has been bringing emerging and innovative solutions to the Communications, Media, Entertainment, Travel and Hospitality industries. Currently, she is Principal Product Marketing Manager for Communications, Media and Entertainment, which includes all aspects of product marketing and is a very exciting role! Suzanne gets to work with global customers and team members on addressing critical business issues. Her marketing tasks include: building out new industry specific solutions, developing new positioning, and producing assets to support SAS' sales efforts. Plus, she works with leading analysts and partners to make sure SAS industry solutions are externally supported and validated. Suzanne’s achievements at SAS include bringing the SAS® Patron Value Optimization to the gaming, sports and hospitality industries. Additionally, she was a key driver in bringing to market SAS Revenue Management Price Optimization Analytics for companies seeking a revenue optimization solution that is different than the typical off the shelf systems. Prior to joining SAS, Suzanne held positions at DMB&B and JWT in New York City, both global marketing communications companies. She holds a bachelor’s degree in business administration from Hofstra University. Suzanne lives in Cary NC. She is passionate about her family, her work and her travels, which include adventure travel.

Leave A Reply

Back to Top