Michele Eggers

11月 082016
 

My journey as a Cubs fan

I remember my first feeling of heartbreak. It was in 1984 when the San Diego Padres came back from a 0-2 deficit to beat the Chicago Cubs in the National League Championship Series. I was devastated. Since then, this Cubs journey has had many ups and downs.

Michele and husband, Jon, at Wrigley Field (2003)

Michele and husband, Jon, at Wrigley Field (2003)

But, now it’s all changed. The Chicago Cubs are the 2016 World Series Champions! Wow.

The journey that Theo Epstein, Joe Maddon and the Cubs players took to get them to this glorious peak of performance was not easy. It was many years in the making.

The work we do as marketers is in many regards like the Cubs’ journey. We are constantly looking at what worked, what didn’t and what we can be doing better. Understanding marketing performance drives the future decisions we make. By taking a data and analytically driven approach to marketing, you are going to give yourself a leg up on the competition. Just like the Cubs.

So, where do you start? One good place is to get a baseline of where you are at. That’s exactly what Theo did when he joined the Cubs in 2011 as the president of baseball operations. He and his team dove in to understand the state of the business. They got a baseline.

You can get that baseline too. The Marketing Confidence Quotient is an assessment for marketers that lets you quickly identify your company's strengths and weaknesses across four marketing dimensions:

  • Data management.
  • Analytics use.
  • Process integration.
  • Business alignment.
Decked out in Cub gear after the big win!

Decked out in Cub gear after the big win!

The assessment can help you see the gaps and opportunities you have to start building out your strategy to improve marketing performance.

Your success might not result in getting to hold the World Series trophy in front of millions of fans. But, taking an analytically driven approach to your marketing can make a difference. It can not only increase your marketing performance, but it can also create customer experiences that are valued by your customer. Ones that create loyal and passionate fans of your brand. Hopefully as loyal of fan as I am of the Cubs!

 

#CubsWin

#WorldSeries

tags: Advanced Analytics, Chicago Cubs, customer experience, Data Driven Marketing, data management, Fan experience, marketing confidence quotient

What you can do to create customers as loyal as Cubs fans was published on Customer Intelligence.

4月 202016
 

I’m a marketing technology marketer. I need to practice what I preach. Not a day that goes by (well, okay, not a workday goes by) that I’m not talking about the importance of optimizing the customer journey. But, it’s not just about acquiring new customers and cross-selling new products. It’s about creating a relevant, satisfying and valued customer experience.

As I look to our SAS Customer Intelligence customer base, I am reminded that we constantly work to improve their experience. Two areas that need attention are around the adopt and use phases of their experience with SAS.

Getting CI help just got easier

How can we make it easier for users to get started, ask how-to questions, get peer-to-peer support and seek advice from SAS experts? I am very excited that today at SAS Global Forum, we announced two new resources for customer intelligence customers to achieve these goals.

First, we are launching a SAS Customer Intelligence Community.  This new online discussion forum for CI users makes it easier to:

  • Make connections. Meet other CI users, like their responses and fuel conversation by commenting on posts and swapping tips and tricks.
  • Find answers and ask questions. Have a question? Search to see if your question has been answered. If not, register and click the big, blue New Message 151811174button and ask for help.
  • Give feedback. Give advice and share best practices from your experience. The SASWare Ballot lets you recommend product improvements.
  • Learn faster. Whether you’re new to CI or a seasoned CI user who wants to learn something new, you can learn faster with access to knowledgeable experts to guide you.
  • Be recognized for your achievements. Icons on your avatar let others know your community participation status. As you participate, you earn badges, level up and earn new privileges.

Getting started info, free tutorials and advanced techniques – all in one place

We are also launching a new way for customers to get started using SAS software. SAS has historically provided lots of great resources to find information and get started.  But, all too often, it wasn’t easy to figure out where to start and where to stop.

So, several cross-divisional teams invested months in determining how to make it easier for customers to get started with SAS software and find the information they need to be successful.

Well, good news.  The time is here.

At SAS Global Forum, as we announced SAS Customer Intelligence 360, a new offering in the SAS Customer Intelligence suite, we also debuted Learn SAS Customer Intelligence 360. This pilot learning center includes getting started info, free tutorials and more. We’re creating similar learning centers for other SAS products.

How're we doing?

Help us keep raising the bar on the customer journey.

We’d love your feedback!

tags: customer intelligence, learning center, SAS Customer Intelligence 360, user community

Join the customer intelligence conversation was published on Customer Intelligence.