“If your data infrastructure is not fast and flexible enough to keep pace with your customers as they move from one marketing channel to another and one management interaction to another, you will never deliver an end-to-end customer experience,” she said. Jerry MurrayDirector of Research, Marketing and Sales at IDC. “It takes an enterprise ecosystem to capture, analyze, and animate customer data in real time. SAS provides powerful capabilities in all three areas to enable data-driven innovation across the business.”
In the study The 2030 Experience: A Pulse Report Conducted by Futurum Research and sponsored by SAS, 73% of brands believe the future of the customer experience lies in real-time data collection and analysis. Futurum Research calls this the “need for speed” – the speed of discovery of consumer-initiated online events, the speed of behavior analysis and the speed of intelligent interactions. SAS CDP helps brands collect, analyze, and animate first-party data in real time, embedding insights instantly into customer-facing systems to create value in consumer engagement and business models.
“Traditional CDPs fill a gap in marketers’ toolkit, enabling ingesting data from multiple sources; managing customer identities; creating audience segments and providing data and insights to the Martech group. But that’s not enough in today’s world where customer interaction is constantly evolving and marketers need to change quickly to meet expectations” Lisa Loftis, the principal product marketer of CDPs at SAS. “Loss of data provided by third-party cookies leads to a greater focus on real-time CDP capabilities – what we call non-CDP. Because despite the fact that Google has delayed its plans to phase out third-party cookies until 2023 – they will be gone. These things. The earlier you start planning for this, the better off companies will be.”
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Companies are already using SAS to go beyond traditional CDP platforms to seamlessly collect, enhance, scale, and activate real-time customer data. SAS consistently receives excellent reviews from clients and analysts in areas as diverse as managing real-time interactions, facilitating digital decisions, and providing advanced real-time analytics. SAS was recently recognized as a leading company in 2021 Gartner Magic Quadrant for Multi-Channel Marketing Centers and Forrester Wave™: Real-time Interaction Management, Q4 2020.
How are SAS CDP capabilities different from the rest:
Data ingestion and identity management. SAS has end-to-end data collection technology – technology that fuels an open, cloud-based and customer-centric data center. It is an enterprise-grade solution for collecting 360-degree customer feedback across digital channels, offline channels, and third-party properties. Unlike many web data collection applications, which only provide aggregate information, SAS can provide accurate customer-level information about user behavior (pages, screens, field interactions); Capture and transmit events in real time; It consolidates both online and offline information into a single unified profile that can be updated dynamically in real time as user behavior changes. This real-time customer view allows marketers to identify digital activity and respond instantly with contextually-optimized offerings.
Segmentation and data saving. SAS goes beyond the simple segmentation capabilities found in many CDPs to provide advanced modeling, aggregation and targeting for campaigns. Do it for me options can also provide targeted analytics and segmentation discovery for marketers who aren’t necessarily data scientists. Segments can be dynamically updated with real-time digital activity, algorithm, and multi-touch attribution that allow marketers to understand how customers journey through all touch points so they can use customer data and insights to shape omnichannel journeys. Predictive models, forecasting, goal-seeking actions, directed analytics, journey analytics, and decision-making beyond marketing complement the AI and decision-making capabilities of the SAS CDP.
Data flow and unique hybrid data structure. Never miss an opportunity with SAS’ data flow system that provides real-time, bi-directional interaction between digital properties and on-premises applications. This eliminates digital delay time – when something happens on the web and CDP doesn’t detect it for hours to days. This also supports dynamic, real-time updates of customer identities and segments. The hybrid data architecture allows marketers to keep their data wherever they want and enables them to join online and offline data while providing strict digital guardianship as PII data is not stored in the cloud.
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