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SAS A ‘STRONG PERFORMER’ FOR DIGITAL INTELLIGENCE PLATFORMS PER INDEPENDENT RESEARCH FIRM

Marketers today are practically fanatical about one critical mission: delivering a consistent, quality customer experience. A new ranking speaks to the core of that mission, as SAS® Customer Intelligence has been cited as a “Strong Performer” in The Forrester Wave™: Digital Intelligence Platforms, Q2 2017. According to the report, “SAS rounds off its DI capabilities by the addition of separate bolt-on-modules for real-time decisioning, text analysis, data mining, data visualisation, and IoT analytics.”

Customers today expect exceptional treatment across all channels. To deliver, marketers need their data and analytics all in one marketing technology platform, to make quick decisions. “CI pros increasingly trust the platform providers to act as strategic partners, bringing together digital data, analytics and customer engagement optimisation technologies,” the report notes.

“Today, capacity for real-time customer engagement is crucial,” said Tiffany Jayne Carpenter, Head of Customer Intelligence at SAS UK & Ireland. “Having a detailed view of the customer is vital in quickly delivering the personalised, relevant customer experiences that consumers have come to expect. Digital marketers that gather reliable data from owned websites, mobile and the internet of things, are better equipped to provide a superior customer experience by tracking and analysing customer behaviour and using these insights to inform decision-making.”

SAS Customer Intelligence 360s digital marketing hub unifies data from all channels to help users make faster, fact-based decisions that win a customer’s loyalty.

The Forrester report characterises a complete digital intelligence platform as comprising three tiers: digital data management for collecting, digital analytics tech and digital engagement optimisation. Forrester also stated that “SAS’s DI product road map focuses on increasing the sophistication of its customer analytics solutions.”