SAS Customer Intelligence 360

Main article: Business Intelligence determination

2020

Услуги Digital Insight Service, Attribution Service, Data Activation Service и Customer Insight Service

On August 27, 2020 the SAS company reported that it updated the Customer Intelligence 360 platform and announced four services.

SAS Customer Intelligence 360

According to the company, in the conditions of the restrictions directed to control of a coronavirus there was a redistribution of demand on commodity categories, the number of online purchases grew, at the same time online for August, 2020 even goods of spontaneous demand which were bought in a trading floor earlier are purchased. People shop less often, but the volume of each of them became more. The updated service packages of SAS CI 360 will allow marketing specialists to monitor changes, to receive insights about a consumer behavior and to consider the relevant trends forcing to review completely approaches to marketing.

Using SAS of CI 360 Digital Insight Service digital data are collected from online channels for acceptance of business solutions. Experts of SAS provide examination in the field of digital analytics and reports which help marketing specialists to understand how clients interact with a digital medium of a brand. Changes can be made to workflows in real time to improve digital presence and marketing interactions for increase in such indicators as conversion, deduction, loyalty and growth. This service package includes:

• Data collection, setup of loading processes of data, segmentation of the customer groups given on profiles.
• Cleaning and data preparation, collected from digital channels.
• Set of standard reports and segments.
• Examination in the field of digital analytics.

SAS of CI 360 Customer Insight Service gives to the organizations the chance to realize the potential of all volume and a variety of client data. Experts of SAS will carry out workshops with a brand customer command for joint search of effective business scenarios and obtaining the maximum benefit from use of client analytics and forecast modeling. The useful information obtained as a result will allow marketing specialists to interact differently with clients and quicker to implement initiatives of management of client experience. Using this service package perhaps:

• Comparison of the data obtained from digital channels with internal data of the organization and also data preparation for analytical modeling.
• Development of models for the most priority business scenarios.
• Quality evaluation of models and also setup of processes of application of models which can be pereispolzovat both for the current implementation, and for future works on modeling.

SAS of CI 360 Attribution Service helps the organizations to unroll processes of analytical attribution. During workshops experts of SAS help the customer to reveal traffic sources in digital channels and also points of customer interaction in traditional channels, to define the conversion purposes and to build hierarchy of client data. The environment for omnichannel attribution including reports, interpretation of the received insights and also recommendations about expansion on all organization will become result.

SAS of CI 360 Data Activation Service allows to build process of work with data from digital channels, beginning from their collecting and finishing with activation of these data in the third-party systems. Data are collected, integrate with information obtained from offline - channels, are cleaned and prepared for creation of interactive client travel with use machine learning, recognition key events during the client's travel, and automatic identification of insights based on customer interactions. During this process segments for activation are in real time created by the third-party systems: e-mail- providers solutions on management of marketing campaigns and also solutions on web personalisation and delivery content. This service package includes:

• Setup of collecting and connection to data sources and also segmentation on stream data.
• The improved work with the digital identifier which includes quality of data and a bond graph of customer IDs in the different systems.
• Set of visual interactive reports.

In addition to services SAS released update of the SAS Customer Intelligence 360 platform. Updates affect:

• Management of marketing data: the advanced open data model allows to get access, to specify and supplement data on users where they are stored, being beyond usual platforms of client data and by that to differ from typical "marketing clouds".
• Marketing planning: the tool for marketing planning which automates and accelerates all planned work on customer interaction thanks to advanced task management, finance and process of creation of creatives and also thanks to the reporting and analytics, the integrated calendar and the updated opportunities for digital asset management.
• Activation of client travel: updates include more forecast models, processes of search are more whole for the target companies which raise a response from clients and promote increase in profit.
• Built-in analytics: the integrated analytical assistants updated boxed, for example, automatic segmentation, multialternative testing and applied optimization which are effective due to more perfect AI and machine learning.
• Increase in marketing effectiveness: the accelerated decision making and data analysis in real time using AI and business logic will help to strengthen the brand relations with consumers, involving different business divisions and also shareholders, suppliers and partners.

Our bank provides a full range of services and works only in digital channels therefore we should create very quickly personalized offers for clients. The SAS Customer Intelligence 360 platform helped us to increase conversion coefficient on the Internet by 6-8 times, to increase the speed of development and the statement of marketing campaigns by 10 times and to optimize our marketing operations even in the current conditions, difficult for all world business. Linus Akselsson, the CRM manager in ICA Banken told

Free access to online training until the end of April

On April 1, 2020 the SAS company announced that until the end of April it made free access to the educational  SAS Learning Subscription, SAS Academy for Data Science and SAS Customer Intelligence 360 Learning Subscription resources and also to a part of educational webinars with experts Russian and the European offices SAS. All relevant training programs are collected on the microwebsite Learn SAS Online.

Access opens for 30 days from the moment of activation of a subscription, it is possible to subscribe until the end of April. At the same time each user can complete unlimited number of electronic courses.

The rates offered free of charge are expected different levels of training – from elements for beginners to advanced rates for professionals – and cover all products and solutions of SAS. So, for example, access to nine rates on profound analytics and five rates on artificial intelligence and machine learning is open for experienced professionals who want to develop in the direction of Data Science.

2019: Description of SAS Customer Intelligence

According to information for October, 2019 the SAS Customer Intelligence technology allows to make the weighed decisions in real time and finally increases customer service quality. It is especially significant in present period when AI is more and more widely applied in marketing, allowing brands to derive more effectively benefit from data, to optimize marketing operations and to increase consumer loyalty.

Separate solutions for separate processes and transactions are not enough: it is inconvenient, imposes functional restrictions and slows down work with  target audiences. To the forefront there are multichannel marketing hubs by which Gartner means the tools allowing "conduct" communications of the company from a uniform point. Such hubs assume interaction with different segments of audience on different channels, including by means of social networks, websites, mobile communication, SMS mailings, call centers, etc. This approach can effectively be used both in B2C-, and in B2B-marketing.

"SAS Customer Intelligence 360 is beyond a far typical marketing cloud. Thanks to hybrid computing architecture of SAS, the built-in AI helps marketing specialists to process effectively a huge number of data on clients, operating activities and efficiency of campaigns for optimization of offers and personalisation of campaigns for clients. At the same time the company can integrate data processing from a cloud and from servers, configure interaction in real time, start trigger campaigns and to see a complete picture of a customer behavior in outlets and in digital channels", – Tsukanov Maxim, the head of client analytics of SAS Russia/CIS says.