Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.

SAS® CUSTOMER INTELLIGENCEINTEGRATED MARKETING MANAGEMENT | AN INTRODUCTION

Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.

EMPOWERED CONSUMERS:Digital Channels, Generations

EXPLOSION OF DATA:Big Data vs. Right Data vs. Small Data

EVOLVING CMO ROLE:Art versus Science

CUSTOMER INTELLIGENCE EMPOWERED, EXPLOSION, EVOLVING

analytical creative

Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.

CUSTOMER INTELLIGENCE CORE ENABLERS FOR ISSUES FACING MARKETING

• Expanded client data – beyond

marketing touch points (to include

functional/ translational data from

customer service, billings, etc. as

well as attitudinal/ behavioral data

from DMP, 3rd party sources,

internal systems, etc.)• Balance of privacy vs.

personalization• Data Governance

• Coordinated decision processes to

understand, manage and optimize

client experience X-enterprise • Metrics realignment to customer

management drivers (NPS, loyalty,

profitability, client experience, etc.)• Real-time enablement to capitalize

on relevant new in/ out bound

intelligence

Marketing Orchestration

Data Management

Analytics & Visualization

• Customer analytical environments

(balance of central & distributed)‒ Insight‒ Execution‒ Performance

• Self serve analytics/ democratization

based on business need• Better visualization of data & insights

1 2 43

Big Data Platform

• Introduce data variety (structured

and unstructured) to existing

analytics/ processes for enhanced

insights• Creating extended data partnerships

with other ecosystem players for

real-time mashing and contextually

aware insights

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1

Integrated, multi-channel

in/outbound conversations in

real-time

Expectation

The Marketing Campaign

Deliver a branded customer

experience in and outside of

marketing

Expectation

The Customer Experience

Sustain brand health in a rapidly changing virtual

world

Expectation

The Brand

RESPONSIBILITY

CUSTOMER INTELLIGENCE

THE MARKETER’S MANDATE HAS EVOLVED

1 2 3

Unearth and dynamically

manage insights to drive action

Insights and Analytics

Expectation

4

Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.

Marketing

Optim

ization

CUSTOMER INTELLIGENCE

Customer Contact Channels

Digital Experience

Marketing Analytics

Enterprise Intelligence Platform

Capture All Digital (Online, Social) Behavior

Multichannel Engagement

Inbound “Real Time and Batch”

Outbound “Real Time and Batch”

DQ / DI / MDM

Data Storage

Business Intelligence

Analytics

Strategy and Operations

Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.

CUSTOMER INTELLIGENCE

CUSTOMER SUCCESSES

CUSTOMER EXPERIENCE SOLUTIONS FROM SAS HAVE HELPED LOTTE UNDERSTAND CUSTOMER BEHAVIOR AND NAVIGATION ACROSS ALL ONLINE PROPERTIES, RESULTING IN A SALES INCREASE OF 10 MILLION DOLLARS IN YEAR ONE.

Segmentation, social network analysis of 1 billion

distinct links, and multi channel marketing using

SAS has helped reduce churn by 25%.

Dreyers uses Marketing Operations solutions from

SAS to save over 300 million USD annually by

streamlining workflows and marketing processes.

Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.

Gartner 2014 Campaign Management Management MQ

CUSTOMER INTELLIGENCE

EXTERNAL VALIDATION

Forrester 2014 Cross Channel Campaign Management

Company Confidential - For Internal Use OnlyCopyright © 2014, SAS Institute Inc. All r ights reserved.

CUSTOMER INTELLIGENCE

STRATEGY

“Helping analytical firms become more digital, while helping digital

firms become more analytic.”

Functional• Digital Dialog Management• Mobile and Omni-channel Marketing• Decision Management – based on Insights, Rules, and Actions• Differentiated Analytics• Optimized Marketing• Social Channel Integration

Technical• Lower TCO• Cloud-ability• Performance• Usability & application integration• Ecosystem integration – Enhanced Customer View• Digital Data Hub – Channel, Data, Application Adapters

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