by Richard Snow | 2012-09-14 | Article ID: QT12-46 | Article Type: QuickTake
One of SAS’ core product lines in BI and analytics is Customer Intelligence, which comprises four main components: strategy and planning, information and analytics, orchestration and interaction, and customer experience. Strategy and planning is about strategic marketing, such as deciding which sales channels are likely to be most successful. Information and analysis is about customer analytics, such as driving customer relationships by mapping their profiles and segments. Orchestration and interaction is about tactical marketing, such as campaign management and email and mobile marketing. Customer experience focuses on analyzing online customer behavior to support better decision-making, using social media analytics to provide insights into what customers are posting on social media and Web analytics to analyze the use of the user organization’s website.
This mix of product capabilities supports two key themes. The first is an evolving approach to marketing in which more personalized campaigns are carried out through new channels of the customer’s choosing, particularly email and smartphones. Because this approach requires that organizations gather more customer information and have systems to create and deliver campaigns, SAS has integrated Assetlink’s marketing operations management suite into its customer intelligence portfolio. The second theme is the increased use of the Web to find information, purchase products and services, and gain support, and the increased use of social media to find information and support and to comment and complain. The use of these marketing channels means that companies require more detailed insight into customer behavior so that organizations can not only improve customer service through them but also make improvements to the overall customer experience. To support these channels, SAS has developed its Conversation Center, which provides sentiment analysis and customer influencer scores as well as insight into what customers are saying on social media. At a time when customer behavior is changing and it is challenging both to acquire new customers and gain maximum business benefit from existing ones, customer intelligence is more important than ever for organizations. For organizations in need of better information on their customers, we recommend investigating SAS Customer Intelligence.