SAS has released Adaptive Customer Experience, a new modular digital marketing solution to help companies target customer communications with greater precision than ever.
SAS Adaptive Customer Experience combines Web site analysis with other online and offline customer data to provide personalized customer interactions and a consistent customer experience across channels (Web, direct mail, email, etc.) The new SAS solution's real-time data collection, without the need for site tagging, helps lower costs compared with traditional Web analytics tools.
SAS Adaptive Customer Experience combines three solutions:
- SAS Customer Experience Analytics - Captures and transforms Web interactions into customer knowledge, integrating the data with other channel views.
- SAS Customer Experience Targeting - Delivers outbound offers to customers who have interacted online with an organization. This solution combines online data with data from other channels so companies can target customers and deliver offers in an outbound campaign mode.
- SAS Customer Experience Personalization - Enables organizations to deliver real-time offers over the Web personalized to the individual consumer.
The modular nature of SAS Adaptive Customer Experience lets companies add capabilities over time. An organization can start with SAS Customer Experience Analytics for dynamic data collection and analysis, add SAS Customer Experience Targeting for outbound targeting and then move on to SAS Customer Experience Personalization for inbound, personalized targeting in real time.
"Today, marketers must move even faster from customer insight to real-time marketing execution to acquire and retain customers," said Wilson Raj, global customer intelligence director at SAS, in a statement. "With SAS Adaptive Customer Experience added to the SAS Customer Intelligence suite, marketers can roll out intelligent digital marketing initiatives more cost-effectively than ever by quickly analyzing consumer behaviors and turning these insights into dynamic, personalized offers."
SAS' real-time, dynamic data collection technology - included in SAS Adaptive Customer Experience -- avoids costly Web site tagging and transforms data into customer-focused insight. Marketers can change online Web content and offers without requiring tag changes. Implementation takes as little as a few hours and maintenance costs are less than for data captured through traditional tagging.
SAS Adaptive Customer Experience employs flexible methods to pinpoint the best offer for the customer, including business rules, predictive models, and multivariate tests via custom predictive models. Marketers can test multiple scenarios to ensure the customer gets the very best of many possible offers.
Predictive models can be customized to adapt the solution to specific business cases. The ability to manipulate online data, merge it with offline data sources, and analyze it helps marketers understand how online purchasing, browsing, and researching behaviors correlate with acquisition, retention, cross-sell, and up-sell efforts.