Digital Analytics

3月 252019
 

These days, an ever-increasing number of customer interactions are taking place over digital channels and every single digital interaction offers an incredible source of customer intelligence for organisations to tap into. With every visit, customers leave a valuable trail of digital breadcrumbs. These breadcrumbs give organisations the ability to follow [...]

5 ways your digital analytics strategy is hindering your customer experience was published on Customer Intelligence Blog.

12月 062018
 

A typical day brings countless business decisions that affect everything from profitability to customer experience. What is a reasonable price point? Which audience segments should I personalize offers for? When should I recommend specific content earlier in a customer journey? Daily decisions like these can alter the trajectory of a [...]

SAS Customer Intelligence 360: Decision management, machine learning, and digital marketing was published on Customer Intelligence Blog.

11月 302018
 

In part one of this blog posting series, we introduced that the analytics lifecycle is much more than authoring models. As brands develop and invest into creating models to solve critical business problems, so does the requirement to manage these assets as valuable competitive differentiators. In part two of this [...]

SAS Customer Intelligence 360: Model management for competitive differentiation [Part 2] was published on Customer Intelligence Blog.

11月 272018
 

The universe of customer experiences, digital analytics, personalization and decisioning is massive. At times, it can seem as complicated and vast as the galaxy itself. With intricate subjects underneath this umbrella, you can lose direction, wander aimlessly, or feel a misleading sense of success or failure. When you lose vision, [...]

SAS Customer Intelligence 360: Model management for competitive differentiation [Part 1] was published on Customer Intelligence Blog.

11月 092018
 

In parts one and two of this blog posting series, we introduced machine learning models and the complexity that comes along with their extraordinary predictive abilities. Following this, we defined interpretability within machine learning, made the case for why we need it, and where it applies. In part three of [...]

SAS Customer Intelligence 360: A look inside the black box of machine learning [Part 3] was published on Customer Intelligence Blog.

11月 092018
 

In parts one and two of this blog posting series, we introduced machine learning models and the complexity that comes along with their extraordinary predictive abilities. Following this, we defined interpretability within machine learning, made the case for why we need it, and where it applies. In part three of [...]

SAS Customer Intelligence 360: A look inside the black box of machine learning [Part 3] was published on Customer Intelligence Blog.

11月 052018
 

In part one of this blog posting series, we introduced machine learning models as a multifaceted and evolving topic. The complexity that gives extraordinary predictive abilities also makes these models challenging to understand. They generally don’t provide a clear explanation, and brands experimenting with machine learning are questioning whether they [...]

SAS Customer Intelligence 360: A look inside the black box of machine learning [Part 2] was published on Customer Intelligence Blog.

11月 012018
 

As machine learning takes its place in numerous advances within the marketing ecosystem, the interpretability of these modernized algorithmic approaches grows in importance. According to my SAS peer Ilknur Kaynar Kabul: We are surrounded with applications powered by machine learning, and we’re personally affected by the decisions made by machines [...]

SAS Customer Intelligence 360: A look inside the black box of machine learning [Part 1] was published on Customer Intelligence Blog.

10月 112018
 

Every brand offers a digital experience for a reason. But to achieve on your mission, raising awareness and attracting visitors through online media is critical. No visitors? Game over. Let’s dive into a business case using website visitor data to sas.com. Suppose that a manager asks: What did our web [...]

SAS Customer Intelligence 360: Visual forecasting, traffic acquisition, and digital media was published on Customer Intelligence Blog.

6月 202018
 

Regardless of industry, it has become a frequent occurrence that behind every data-driven marketer is an analytical ninja. Together, they formulate recipes in addressing the customer-centric paradigm that considers the different actions that a brand can take for a specific individual, and decides on the “best” one. The goal of [...]

SAS Customer Intelligence 360: Predictive next best actions was published on Customer Intelligence Blog.