advanced analytics

3月 312016

Digital analytics primarily supports functions of customer and prospect marketing. When it comes to the goals of digital analysis, it literally mirrors the mission of modern marketing. But what exactly is today's version of marketing all about?Modern Marketing

Honestly, we've been talking about this for years. And years. We ALL know it's what we should be doing and conceptually it's very simple, but practically, it has been very hard to achieve. Why?

Even with great web analytics, there have always been critical missing insights, which meant we didn't know for certain what the next-best-interaction for each customer was at any point in time. In addition, the development of insights and the use of analytics to define high-propensity audience segments has been distinctly slow and batch-driven in nature, delaying relevant delivery of targeted interactions. So we may get the message right, but we probably don't deliver it in a timely, consistent way, which has a dramatic impact on customer responsiveness and marketing effectiveness.

So in today's connected, always-on, highly opinionated world, we need to be a little sharper in meeting our customer's basic expectations, never mind surprising, delighting, and impressing them. While the concept of customer-centricity continues to increase in importance, improving our analytical approach to support this premise is vital.

SAS recognizes today's modern marketing challenges with digital and customer analytics. It is our mission to enable marketers to benefit from approachable and actionable advanced analytics to make more powerful decisions within today’s complex and interconnected business environments. That sounds great, right? I sense some of you reading this are raising an eyebrow of suspicion at this very moment.

Practically speaking, we want to show you exactly what that means. On March 29th, 2016, we aired episode one of a two-part webcast series, and it is now available for on demand viewing:

SAS for Digital Analytics: Introduction & Advancing Segmentation [Part 1]

We genuinely hope the webcast provided a proper introduction to how SAS participates in the space of digital analytics for data-driven marketing, and please come back in a couple of weeks when we will post Part 2 in this series entitled: SAS for Digital Analytics: Personalization & Attribution [Part 2]

If you enjoyed this article, be sure to check out my other work here. Lastly, if you would like to connect on social media, link with me on Twitter or LinkedIn.

tags: Advanced Analytics, customer analytics, customer intelligence, data integration, data management, Data Mining, data science, Digital Analytics, Digital Intelligence, digital marketing, Integrated Marketing, marketing analytics, predictive analytics, Predictive Marketing, segmentation, web analytics, webcast

Introduction to SAS for digital analytics and segmentation was published on Customer Intelligence.

9月 092015

Over my career, I've attended many events where the audience was blasted with the value of analytics -- and the pitch usually fell on deaf ears. The 2015 SAS Energy Analytics Forum (which doubled in size from last year) was vastly different. The attendees had more questions and more urgency to take […]

Five reasons oil and gas needs analytics more than ever was published on SAS Voices.

8月 082015

It’s been very hot here in Northern Italy: electricity provision has struggled to keep up and we’ve had frequent power outages in the area, even within our apartment building. A bit inconvenient? Don’t get me started. I feel like my home appliances have turned against me, taking me back to […]

Appliance malfunctions and predictive modeling? was published on SAS Voices.

7月 272015

You have to be "in it to win it" as they say. This is becoming the case for many organisations that need to start using data to make better, evidence-based business decisions. Today, using analytics is not so much a data lottery as a data necessity. Some businesses may not […]

If you don’t buy a ticket to the data lottery, your competitors will was published on SAS Voices.

7月 032015

On May 7, 2015, Conservatives defied the polls and won the UK general election, handing Labour and Liberal Democrats a surprising defeat. Now, with Chancellor George Osborne presenting his budget in a few days' time (July 8), the new Conservative government is tackling how it will deliver on its campaign promises. That means […]

The first step on the path to Hadoop nirvana? was published on SAS Voices.

6月 042015

USA Today recently published an article titled 10 retailers take two-thirds of your money. The story highlights the revenue distribution among the Top 100 retailers in the S&P 1500. It was startling to see that such a small number of retail powerhouses take in such a large percentage of consumers’ income. […]

The post Helping retailers get their unfair share appeared first on SAS Voices.

6月 022015

Every year rowers get faster, records are broken, medals are won, but can this trajectory continue? Rowing as a sport lends itself well to data analysis and at the British Rowing Sports Science and Medicine Conference earlier this year I shared some insights the rowing community has gleaned from the […]

The post Rowing: What has 150 years of data taught us? appeared first on SAS Voices.

5月 062015

On Monday, SAS announced the beginning of a new era with its Toshiba Global Commerce Solutions OEM partnership. This is the first time SAS has provided its technology for an equipment manufacturer to wrap into its solution  to help retail customers gain the benefits of advanced analytics. We always ask […]

The post Retailers see checkout analytics pay off with Toshiba partnership appeared first on SAS Voices.

5月 042015

I read an interesting article recently that suggested analyst and data scientist job positions may be on the way out. The author argued that analytics are being incorporated more and more heavily into operational systems, making “analytic capabilities” more readily accessible to business users without the involvement of a data scientist. Being a data […]

The post Will technology replace the need for data scientists? appeared first on SAS Voices.

4月 152015

With so much information available about high-performance analytics, business intelligence and visual analytics, it can be difficult to know exactly where to begin, especially if you don’t have a team of statisticians standing by. I'm frequently asked by customers who hope to take advantage of analytics how to get started.  How do […]

The post Jump start your analytics program with visualization and communication appeared first on SAS Voices.