최근 마케팅에서 가장 중요한 이슈는 AI와 디지털, 고객 여정입니다. 이 모든 것은 ‘개인화 마케팅을 통한 고객 경험의 최적화’라는 마케팅의 궁극적 목표와 맞닿아 있습니다. 고객 경험 최적화를 위한 SAS의 전략과 솔루션을 소개합니다. 고객 여정 최적화를 위한 SAS의 비전과 로드맵 SAS의 비즈니스 솔루션인 SAS Customer Intelligence 360는 전사적인 마케팅 플랫폼입니다. 2004년 SAS
SAS is on a marketing transformation mission. One that has targeting and personalization at the forefront. One that looks at customer journeys from a true omnichannel perspective – not through each of the channels in which we're executing. We’re bringing in brand, demand and engagement with the customer at the center
According to the SAS Experience 2030 global study, by the year 2030 67% of in-person customer engagements (think sales assistance and information queries) will be completed by smart machines rather than humans. And while it may seem a bit ironic, the most personalized customer experiences could involve no people at
지난 몇 년간, 고객 데이터 플랫폼(Customer Data Platform, 이하 CDP)과 데이터 관리 플랫폼 (Data Management Platform, 이하 DMP)이 글로벌 마케팅 트렌드로 부상하는 가운데, 국내에서도 DMP를 활용한 개인화된 디지털 광고, 고객과 마케팅 업무 지향적인 CDP를 도입하는 기업이 증가하고 있습니다. 이 같은 트렌드는 디지털 채널의 빠른 성장과 마테크(Martech, 기술적인 마케팅을 가능하게 만드는
No matter what your brand's level of marketing maturity is, SAS can help you move from data to insight to action with rich functionality for adaptive planning, journey activation and an embedded real-time decision engine – all fueled by powerful analytics and artificial intelligence (AI) capabilities. Let's begin with a
코로나19가 전 세계로 확산하면서 기업들은 비즈니스 방식에 혁신을 더하며 디지털 마케팅에 총력을 기울이고 있습니다. 특히 고객의 필요를 예측하고 고객과 적시에 소통하기 위한 방법으로서 멀티채널 마케팅이 그 어느 때보다 중요해지고 있습니다. 이와 함께 ‘멀티채널 마케팅 허브’에 대한 관심도 높아지고 있습니다. IT 리서치 전문 기업인 가트너(Gartner)는 멀티채널 마케팅 허브를 ‘기업의 커뮤니케이션을 조율하고
Despite all the handwringing by marketers and advertisers, Google’s latest move to phase out Chrome’s third-party cookie support -- "in two years” -- is not a new one. Apple released Intelligent Tracking Prevention for its Safari browser in 2017 to prevent third parties from tracking users for over 24 hours
SAS는 매년 IDC(International Data Corporation), 가트너(Gartner), 포레스터 리서치(Forrester Research, Inc.) 등 세계적인 분석 기관 및 시장 조사 업체로부터 SAS의 제품과 전략, 시장 경쟁성 등 여러 측면에서 평가를 받고 있습니다. 이러한 애널리스트들의 평가와 조언은 기술 구매를 고려하는 고객들은 물론 SAS의 발전과 혁신에도 큰 도움이 됩니다. 올해 상반기 SAS는 전문가들로부터 어떤 평가를
I promised in my previous post on automated segment comparisons that I would reveal more about how SAS measures differences between segment profiles. To recap, we wanted to have a method that would determine: If two segments are different in a meaningful way. By how much? What descriptive attributes best
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
The only constant is change – Heraclitus As online user behavior continues to evolve, user expectations are growing as well. More and more, users expect to be known; thus, web personalization and targeted content are becoming mission critical and an expectation, not an exception. Using SAS Customer Intelligence 360, we
In an earlier blog post my colleague, Suneel Grover, wrote about how to take advantage of the product recommendations technology implemented in SAS Customer Intelligence 360. He noted that two methods are implemented behind the scenes, a visitor-centric and a product (or item)-centric approach. And most importantly, while some sophisticated
Recommendation systems work best when you can provide them with as many relevant examples as possible. On the other hand, increasing the number of products or offers leads to recommendation blind spots, especially early on in training the system. This cold-start problem is a challenge for most recommendation systems. SAS
For those new to SAS Customer Intelligence 360, its functionality can seem vast, but I found it easy to jump in and get started. With this cloud-based software you can combine multiple data sources to create a full picture of your site visitors and better know your customers. SAS Customer
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
Editor's note: Learn more about SAS 360 Plan, the latest addition to the SAS Customer Intelligence 360 solution. We all know that digital platforms have transformed the role of marketing in the last few years; however, in many organizations, marketing operations hasn’t kept pace with that innovation. Marketers need to be
Sebastian Dziadkowiec and Piotr Czetwertynski presented the talk “An Agile Approach to Building an Omni-Channel Customer Experience” at SAS Global Forum 2018. Keys to building a successful and future-proof omni-channel customer experience Most organizations acknowledge that building a seamless and consistent customer experience is critical to long-term success. The big question is:
Author's note: A special thanks to Mark Korey and Laura Maroglou who generously provided their expertise in creating the use case for this post. On any given month, several million visitors come to the SAS web – whether it’s www.sas.com, support.sas.com, blogs.sas.com or communities.sas.com. The one thing that these millions
포브스(Forbes) 글로벌 500대 기업 경영진의 대부분은 ‘경험’을 차세대 경쟁 요소로 꼽았습니다. 왜 그럴까요? 오늘날 디지털 중심의 옴니채널 세계에서 고객은 정보와 밀접하게 연결되어 있고, 정보를 적극적으로 이용하고 있으며, 그 이용 방법 또한 점점 더 정교해지고 있습니다. IT 분야의 세계적인 석학이자 MIT 미디어 연구소 설립자인 니콜라스 네그로폰테(Nicholas Negroponte)가 1998년에 발표한 성명에 단어 하나만
모바일 퍼스트(Mobile First)를 넘어선 모바일 온리(Mobile only) 시대입니다. 스마트폰이나 태블릿 PC로 언제 어디서나 온라인 쇼핑몰, 모바일 앱, 소셜 미디어 등 다양한 플랫폼을 통해 정보를 검색, 공유하고 제품을 구매할 수 있죠. 이처럼 기업이 고객과 만나는 접점은 그 어느 때보다 다양해지고 있으며, 그만큼 고객의 요구와 기대의 변화에 귀를 기울이고 재빠르게 대응해야 할 필요성이
When it comes to the SAS web experience on sas.com, support.sas.com (and more), we have a vision and mission to create experiences that connect people to the things that matter – quickly, easily and enjoyably. You could say that we’re a user-task-focused bunch of web people here, and so whether
For those of you using SAS Customer Intelligence 360, or generally just interested in the space around web content targeting and personalization capabilities, I wanted to share the latest with what we’re doing at SAS. As the SAS web experience division, we use SAS Customer Intelligence 360 on sas.com for
여러분은 어떻게 쇼핑하나요? 온라인 쇼핑몰, 모바일 앱, 소셜 미디어 등 디지털 기술의 발전과 함께 현대인의 쇼핑 방법은 점점 더 다양해지고 편리해지고 있습니다. 동시에 기업이 고객과 만나는 접점은 그 어느 때보다 많아졌는데요. 그만큼 기업의 디지털 마케팅 전략 또한 여러 기술 요소와 방법론이 혼용되는 하나의 큰 생태계로 발전을 거듭하고 있습니다. 그 생태계의 기반에 디지털
Multivariate testing (MVT) is another “decision helper” in SAS® Customer Intelligence 360 that is geared at empowering digital marketers to be smarter in their daily job. MVT is the way to go when you want to understand how multiple different web page elements interact with each other to influence goal
If nothing else you read puts your marketing efforts in perspective, this should: It is not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages. Henry Ford Our customers deserve our respect. And I believe that, by and large, marketers
We've been saying that the customer is queen or king for quite some time now. And in the coming year, that will be truer than ever. The customer determines where he or she finds information and which channel and which supplier gets the sale. And there is an abundance of
Leads are the lifeblood of any sales effort. But not all leads are created equal. Some have a high value for an organization and represent a realistic opportunity to win business. Others are early-stage engagements that take months or years of development. Because of this disparity, the question “What is
When in doubt, one of the easiest things marketers can do is send an email blast. The approach is predicated on a strength-in-numbers mentality. If you send out enough messages, somebody, somewhere, will receive it and take the desired action. While marketers still use blast messages, their value is waning.
Machine learning has a high profile currently and is riding a wave of exposure in the media that includes articles about subjects from self-driving cars and self-landing rockets, to computers beating the world’s best players at Go, the most computationally complex board game in the world. Is there an opportunity
For the uninitiated, SAS 360 Engage enables organizations to interact with consumers by allowing them to create, manage and deliver digital content over web and mobile channels. Wait a minute. SAS does more than the analytics? That is correct. SAS 360 Engage is a marketing super force serving as a one-stop shop for data capture all
