CUSTOMER DATA OVER GOLD. FIND OUT HOW TO USE THEM EFFECTIVELY TO YOUR AND YOUR CUSTOMER’S BENEFIT

Attracting the attention of customers, who are often literally paralyzed by the huge amount of information and offers, is not easy nowadays. The key to success is therefore a perfect knowledge of their needs and the ability to track the customer journey across various traditional and digital channels. In other words, the goal is not to lose touch with the customers and be able to reach them effectively, at the right time, and with a relevant offer.

Yet many companies still rely on blanket marketing messages. Customers receive offers that are irrelevant to them and, in the worst case, they may even start considering them as spam. Considering today’s opportunities, “carpet bombing” style marketing campaigns are a waste of resources for most business. And while this approach may also have its (seeming) advantages, such as time saving, we all know how unwanted offers end in the mailbox.

According to research by Statista, approximately 300 billion email messages are sent and received every day including not only personal and business communication, but also a variety of commercial messages, including spam. The latter category accounts for more than half of the total volume of emails sent. As a result, it can be extremely difficult to get the attention of the recipient, who may be uninspired by the average marketing message or completely ignore it. So how do you work with customer data to leverage their full potential?

Satisfactory results can be achieved, if you set up your campaigns carefully and target micro-segments. This does not have to be complicated, if you can define your target segment well. But what to do if you want to target hundreds of thousands of customers with laser precision and deliver the most personalized and tailored offer to each of them? 

For that, you need a comprehensive tool that can make the most of both digital and traditional customer data sources and ideally use predictive models to evaluate the next-best action or next-best offer to achieve the best results. 

With SAS Customer Intelligence 360, you can easily make the most of online and offline customer data sources, capture customer attention across multiple outbound and inbound channels, and leverage advanced predictive models. Another advantage is a user-friendly environment, which helps employees quickly master the tool. In addition, collecting online data does not require a complicated implementation, but only a simple insertion of a bit of HTML code on each page where you want to track users. SAS Customer Intelligence 360 is therefore suitable for deployment on static pages as well as on complex corporate websites. Another great advantage is that you can interact with all leads in real time.

At the same time, data can be collected from other sources, too, such as mobile apps. You can easily put the data you collect into context, including data about customers who have previously been anonymous on the website. 

Implementing marketing campaigns can be a lengthy process, often taking weeks or months. SAS Customer Intelligence 360 helps cut this time significantly, down to days or hours, and with fewer resources. As a result, you can achieve significantly better business outcomes.

SAS Customer Intelligence 360 is typically faster and less expensive to implement than competing technologies due to its modern architecture and development method. By deploying SAS CI360 technology, you are becoming part of a large ecosystem of satisfied customers where further developments and updates come automatically. In the event that multiple customers require a certain feature, it is included in the agile development process and then made available in one of the regular releases. This can save significant costs as you do not have to invest in your own development.

If you cannot effectively analyze the data coming from your customers, their behavior and habits, you are unnecessarily reducing your chances of targeting them as precisely as possible and addressing them with the most relevant business offers. The right timing of an offer and reliable customer targeting across platforms also play an important role.

With SAS Customer Intelligence 360, you can offer your customers relevant and consistent content that will increase sales based on real data from traditional and digital communication channels. If you wish to get the most out of your data and discover their true potential, schedule a free trial at sas.com.