Customer analytics is becoming imperative for organizations that desire to create and provide personalized and satisfying customer experiences.

To understand and anticipate customer needs, preferences and behaviors in a fast-moving marketplace, organizations must make sense of unstructured data, apply industry-specific data and analytics techniques, and optimize every customer-level decision and activation.

Using analytics for customer-based use cases through the data to insight to activation process results in an elevated customer experience, improved business metrics, and a competitive edge.

Let’s examine three reasons marketers should look no further than SAS when it comes to customer analytics.

1. SAS leads the way in customer analytics vision and innovation

SAS delivers a vision for customer analytics that is anchored in trust. Brands can trust the analytics that SAS provides for customer-based use cases. They can also trust that SAS is encouraging them to use their customer data repositories, existing and emerging technologies (like GenAI), and organizational resources in a responsible manner.

While there’s a current “trust deficit” among other big tech vendors – like Adobe, Salesforce and Google – SAS delivers on providing responsible data, analytics and activation technologies that won’t get brands in hot water. This strong vision is anchored on trust coupled with the innovation showcased in our marketing and customer analytics product road maps, so brands can comfortably rely on SAS for their technology needs.

2. Superior integration of emerging data sources and types

SAS is designed to ingest and integrate vast amounts of data from a variety of internal and external digital sources to provide a comprehensive view of marketing and advertising customer interactions. Data from online and offline sources can be resolved and managed with SAS embedded CDP capabilities. And the best part? A federated hybrid data architecture is used to avoid costly and often risky data duplication and movement.

From there, analytics can be applied to these data sources to derive insight for marketers to perform omnichannel customer journey orchestration and optimization. This allows them to create, automate, track, deploy and optimize personalized messages across all channels.

Additionally, with secure access to external customer data sources and other software solutions via the SAS connector framework, connectors and APIs allow organizations to draw on insight from across their customer analytics ecosystem.

3. Trustworthy, responsible AI and analytics

From an AI point of view, trustworthy AI practices are infused across the analytics life cycle so marketers can feel confident that AI – including GenAI – decisions are explainable, transparent and fair. Built-in accountability features combat potential bias and ensure responsible innovation.

When it comes to predictive and prescriptive analytics techniques, best-in-class propensity modeling, churn analysis and engagement analysis help brands take customer analytics use cases to the next level.

Propensity analysis helps marketers define goals, collect and transform behavioral data, build and manage propensity models, and deploy them across digital channels. SAS prescribes actions, such as segmenting customers by propensity scores, testing and refining models, and measuring the impact of recommendation interventions and behaviors.

With churn analysis, users can import and prepare customer data, build and deploy predictive models, and visualize the results. SAS uses structured and unstructured data and machine learning techniques, such as deep neural networks, propensity score matching and machine learning pipelines, to identify customers at risk of churning.

Marketers perform engagement analysis using SAS advanced analytics and omnichannel marketing capabilities, such as data collection, segmentation and targeting, predictive analytics, machine learning, and data visualization and reporting.

SAS: The premier choice for customer analytics

SAS is committed to truly building trust through responsible engagement and bridging the gap for marketers who quickly want to turn reliable insights into tangible results.

As a real testament to SAS’ exceptional customer analytics capabilities, Forrester recently recognized SAS for its ability to amplify the value of real-time customer data and turn insights into action.

Get the full details on how SAS is a leader in customer analytics in The Forrester Wave™: Customer Analytics Technologies, Q2 2024.


About Author

Jonathan Moran

Head of MarTech Solutions Marketing

Jonathan Moran is responsible for global marketing activities for SAS’ marketing solutions. He has more than 20 years of marketing technology and customer analytics industry experience. Jonathan has designed, developed and implemented analytical software solutions that helped Fortune 500 customers solve unique analytics business issues.

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