Gartner

3月 102018
 

I bet many of you didn’t even know the term machine learning five years ago. But Gartner did. The Gartner Magic Quadrant for Data Science and Machine Learning Platforms, 2018 was just released, and SAS has been in the leader’s quadrant for five years straight. According to Gartner, “This Magic [...]

Gartner names data science and machine learning leaders was published on SAS Voices by David Tareen

9月 292015
 
SAS shown in Gartner's leaders quadrant.

SAS is a leader in Digital Marketing Analytics.

Digital marketing analytics has evolved over nearly two decades, per Gartner, and has beginnings with Web analytics developed to analyze server logs. Much has changed and a broader digital marketing analytics ecosystem has evolved into its own right, so Gartner saw the need to evaluate providers of digital marketing analytics solutions.

In their inaugural Magic Quadrant for Digital Marketing Analytics, Gartner specifically cited four areas of development to take note of: channel convergence, personalization & other advanced requirements, attribution & ROI, and the need for improved usability.

SAS was named a Leader in Gartner Inc.'s inaugural Magic Quadrant for Digital Marketing Analytics (DMA) - one of only three vendors achieving this distinction. According to Gartner, SAS offers "...a suite of solutions that addresses the full digital marketing analytics life cycle, including data collection, ingestion, exploratory analysis and modeling, simulation testing and optimization, decisioning, and measurement".

What is Digital Marketing Analytics?

Digital marketing analytics platforms are specialized analytic applications used to understand and improve digital channel user experience, prospect and customer acquisition and behavior, and to optimize marketing and advertising campaigns, with an emphasis on digital channels and techniques. They are stand-alone, end-to-end platforms, performing functions from data collection through analysis and visualization. They have demonstrated relevance to marketing through their ability to collect and ingest data from common marketing sources, provide tools for standard marketing analytics use cases, and have significant adoption by marketing practitioners.

Five Areas of Digital Marketing Analytics

As Gartner defines it, digital marketing analytics encompasses five key areas. These areas represent the crucial ways analytics practitioners and software tools are required to support marketing and advertising efforts to deliver more effective, timely and personalized cross-channel experiences.

Data Integration: Marketers must be able to analyze data that sits on different systems and in different locations in a wide range of forms and formats, including structured and unstructured datasets. In addition to the ability to collect data from channels such as websites and mobile apps, and to connect to outside sources via APIs and other methods, marketers need ways to manage and filter data and metadata.

Exploration: Marketing analytics is the discipline of finding useful patterns in data that can be applied to improve marketing and advertising. As such, analytics platforms increasingly must do more than report results — they must provide ways for users to explore data with visualization and other tools, and to manipulate that information to deliver better insight.

Advanced Models: Moving beyond data exploration, marketing analysts are turning to advanced techniques, many of which are imported from sister disciplines such as business intelligence (BI). Predictive analytics and machine learning, in particular, are providing a rich mine of methods to improve offers, advertisements and customer experiences, and text and graph analytics are improving insights in areas such as voice-of-customer and social marketing.

Extensibility: Marketing is action-oriented, and its leaders have no budget for "navel gazing." Marketing analytics activities are expected to lead to action, and for this reason supporting tools must easily support common active channels. In practice, this support requires platforms to be easily connected to systems such as multichannel campaign management, email, Web content management, social marketing and advertising technology.

Measurement: Determining the true impact of individual marketing and advertising tactics has long been a goal of marketing leaders, and a class of attribution and marketing-mix modeling tools address this need. Gartner believes this category is in transition, with many large players adding advanced measurement capabilities, through acquisition (Google and Adometry, AOL and Convertro) or native development; and attribution (bottom-up) and marketing-mix modeling (top-down) approaches converging, often in the same platform.

What sets SAS apart is that we provide all of the above combined with advanced analytical functionality around predictive analytics, campaign management and campaign optimization embedded within the digital marketing analytics process. So if you and your organization are in need of digital marketing analytics solutions, SAS is your one stop shop. Feel free to read the full report for more detail! When you're ready to explore some more, you're always welcome to reach out and contact us, or start with our Customer Intelligence home page.

tags: analytics, digital marketing, Gartner, marketing analytics

Gartner names SAS a Leader in digital marketing analytics was published on Customer Analytics.

9月 292015
 
SAS shown in Gartner's leaders quadrant.

SAS is a leader in Digital Marketing Analytics.

Digital marketing analytics has evolved over nearly two decades, per Gartner, and has beginnings with Web analytics developed to analyze server logs. Much has changed and a broader digital marketing analytics ecosystem has evolved into its own right, so Gartner saw the need to evaluate providers of digital marketing analytics solutions.

In their inaugural Magic Quadrant for Digital Marketing Analytics, Gartner specifically cited four areas of development to take note of: channel convergence, personalization & other advanced requirements, attribution & ROI, and the need for improved usability.

SAS was named a Leader in Gartner Inc.'s inaugural Magic Quadrant for Digital Marketing Analytics (DMA) - one of only three vendors achieving this distinction. According to Gartner, SAS offers "...a suite of solutions that addresses the full digital marketing analytics life cycle, including data collection, ingestion, exploratory analysis and modeling, simulation testing and optimization, decisioning, and measurement".

What is Digital Marketing Analytics?

Digital marketing analytics platforms are specialized analytic applications used to understand and improve digital channel user experience, prospect and customer acquisition and behavior, and to optimize marketing and advertising campaigns, with an emphasis on digital channels and techniques. They are stand-alone, end-to-end platforms, performing functions from data collection through analysis and visualization. They have demonstrated relevance to marketing through their ability to collect and ingest data from common marketing sources, provide tools for standard marketing analytics use cases, and have significant adoption by marketing practitioners.

Five Areas of Digital Marketing Analytics

As Gartner defines it, digital marketing analytics encompasses five key areas. These areas represent the crucial ways analytics practitioners and software tools are required to support marketing and advertising efforts to deliver more effective, timely and personalized cross-channel experiences.

Data Integration: Marketers must be able to analyze data that sits on different systems and in different locations in a wide range of forms and formats, including structured and unstructured datasets. In addition to the ability to collect data from channels such as websites and mobile apps, and to connect to outside sources via APIs and other methods, marketers need ways to manage and filter data and metadata.

Exploration: Marketing analytics is the discipline of finding useful patterns in data that can be applied to improve marketing and advertising. As such, analytics platforms increasingly must do more than report results — they must provide ways for users to explore data with visualization and other tools, and to manipulate that information to deliver better insight.

Advanced Models: Moving beyond data exploration, marketing analysts are turning to advanced techniques, many of which are imported from sister disciplines such as business intelligence (BI). Predictive analytics and machine learning, in particular, are providing a rich mine of methods to improve offers, advertisements and customer experiences, and text and graph analytics are improving insights in areas such as voice-of-customer and social marketing.

Extensibility: Marketing is action-oriented, and its leaders have no budget for "navel gazing." Marketing analytics activities are expected to lead to action, and for this reason supporting tools must easily support common active channels. In practice, this support requires platforms to be easily connected to systems such as multichannel campaign management, email, Web content management, social marketing and advertising technology.

Measurement: Determining the true impact of individual marketing and advertising tactics has long been a goal of marketing leaders, and a class of attribution and marketing-mix modeling tools address this need. Gartner believes this category is in transition, with many large players adding advanced measurement capabilities, through acquisition (Google and Adometry, AOL and Convertro) or native development; and attribution (bottom-up) and marketing-mix modeling (top-down) approaches converging, often in the same platform.

What sets SAS apart is that we provide all of the above combined with advanced analytical functionality around predictive analytics, campaign management and campaign optimization embedded within the digital marketing analytics process. So if you and your organization are in need of digital marketing analytics solutions, SAS is your one stop shop. Feel free to read the full report for more detail! When you're ready to explore some more, you're always welcome to reach out and contact us, or start with our Customer Intelligence home page.

tags: analytics, digital marketing, Gartner, marketing analytics

Gartner names SAS a Leader in digital marketing analytics was published on Customer Analytics.

5月 302015
 

After reading Gartner's 2015 Hadoop adoption study results by Analysts Nick Heudecker and Merv Adrian, the first thing that comes to my mind is Goethe's phrase from Egmont, "Himmelhoch jauchzend, zu Tode betrübt." Translated: heavenly joy, deadly sorrow. What happened to yesterday's hype around the cute yellow elephant - which […]

The post Hadoop is dead! Really? appeared first on SAS Voices.

4月 242015
 

A strong campaign management platform is just one of the ingredients needed to allow brands to provide contextual customer experiences across a plethora of channels. And for the ninth consecutive year, Gartner has named SAS a “Leader” in its Magic Quadrant for Multichannel Campaign Management based on completeness of vision and ability to execute.

Gartner named SAS a leader in campaign management the 9th year in a row!SAS® Customer Intelligence helps organizations get in sync with the customer journey by enabling them to combine direct and indirect communication channels – websites, stores, catalogs, direct mail, email, mobile, etc. – and take action using the customers’ channel of choice. And continuous improvements are what keep SAS a leader in this area.

Recent updates to SAS Customer Intelligence improve offer staging and real-time arbitration. With consumers increasingly demanding faster service, this helps brands deliver immediate and appropriate response across digital and traditional channels. Supplying a next best offer or action to a consumer – one that is anticipated and contextual – is the Holy Grail for brands striving to advance their marketing, service and support.

Providing this organic and refined next-best-action capability positions SAS as the analytically based, decision-making “brain” within enterprise marketing today.

Other new features include:

  • Improved “next best offer” management. Marketers can set offers to be arbitrated at the individual customer level, easily deliver consistency across all channels and centrally set customer eligibility criteria as part of each individual offer.
  • Real-time “optimization” score code generation. Marketers can optimize unseen customers (those not contained in a group of campaigns or decisions) and reuse and deploy the score code in real time in both native and third party applications
  • Enhanced campaign management and deployment across environments. Analysts can update inbound and outbound campaigns in real time, without taking campaigns out of production.

Gartner says “leaders consistently do considerably better in overall campaign management performance for basic and advanced campaigns, and for integration with digital marketing. They have high market visibility, high market penetration, strong market momentum and a strategic vision for growing the campaign management business.”

Analyst firm evaluations like these include an assessment of existing customers using SAS Customer Intelligence for powerful, analytically-driven marketing. And we're very grateful for our many loyal fans and customers. If you're not currently using SAS Customer Intelligence in your marketing, do let us know.

We've earned our stripes as a leader and we can help make you a leader, too.

tags: Analyst Validation, Campaign Management, Gartner, multichannel

The post SAS a leader in the Gartner Campaign Management Magic Quadrant, again! appeared first on Customer Analytics.

2月 132015
 

The Gartner Magic Quadrant for Marketing Resource Managment shows SAS as a leader.Gartner just recently released its Magic Quadrant for Marketing Resource Management (MRM) report –where SAS was named a leader. SAS attains this "Leader" distinction by quantitatively outpacing 15 out of 16 other vendors on both our completeness of vision and ability to execute. The graph to the right shows SAS' continued movement toward the upper-right-hand portion of the Leaders quadrant.

This result is great validation for SAS and comes on the heels of a string of other equally strong rankings from industry analyst firms, such as Forrester and Gartner in categories such as cross channel campaign management, campaign management, enterprise marketing software suites, and integrated marketing management.

This specific announcement is a strong endorsement by Gartner of our leadership in software that assists companies in the management of marketing resources, operations and processes. SAS continues to distinguish itself as one of the only vendors in the market rated as a Leader across the full range of customer intelligence disciplines, including: marketing planning, customer analytics, and campaign management & optimization.

 
“SAS is a Leader in MRM
for its broad and robust set of MRM capabilities across the five competencies, and
for its vision for next-generation MRM capabilities.”

Why MRM Is So Important
Marketing initiatives for many organizations  can be constrained by the mechanics of marketing operations involving both human and machine processes. As companies continue to invest in Big Data initiatives spanning areas such as campaign management, customer analytics and data warehousing, it becomes clear that these investments won't generate returns unless the people and processes responsible for executing those programs get a similar investment in their technology infrastructure. This technology is called Marketing Resource Management (MRM).

The Five Competencies of MRM
Gartner defines MRM as "...a set of processes and capabilities designed to enhance a company's ability to orchestrate and optimize internal and external marketing resources." The five competencies  Gartner looks for in any MRM solution include:

  1. Planning and budgeting for marketing activities and programs (planning and financial management)
  2. Creating and developing marketing programs and content (creative production management)
  3. Collecting and managing content and knowledge (marketing asset management)
  4. Fulfilling and distributing marketing assets, content and collateral (marketing fulfillment)
  5. Measuring, analyzing and optimizing marketing performance (marketing reporting and analytics)

The Benefit to You
As we all strive to constantly improve marketing while grappling with stiffer competition and tighter constraints, it's inevitable that we deal with the five competencies listed above, in addition to marketing accountability, marketing operations, and simplifying  & streamlining marketing workflows. The benefit to you of dealing with a consistently rated leader such as SAS is that we usually have worked through business problems similar to yours with other organizations, and can guide you to a better place.

Contact us and let's start a conversation about how we can get you to your better place. Or you can start by taking in the details in the full Gartner Magic Quadrant and read why SAS is considered a leader in marketing resource management. Either way, I encourage you to take the next step - you won't regret it.

tags: Analyst Validation, Gartner, marketing operations management, marketing resource management, MRM
2月 132015
 

The Gartner Magic Quadrant for Marketing Resource Managment shows SAS as a leader.Gartner just recently released its Magic Quadrant for Marketing Resource Management (MRM) report –where SAS was named a leader. SAS attains this "Leader" distinction by quantitatively outpacing 15 out of 16 other vendors on both our completeness of vision and ability to execute. The graph to the right shows SAS' continued movement toward the upper-right-hand portion of the Leaders quadrant.

This result is great validation for SAS and comes on the heels of a string of other equally strong rankings from industry analyst firms, such as Forrester and Gartner in categories such as cross channel campaign management, campaign management, enterprise marketing software suites, and integrated marketing management.

This specific announcement is a strong endorsement by Gartner of our leadership in software that assists companies in the management of marketing resources, operations and processes. SAS continues to distinguish itself as one of the only vendors in the market rated as a Leader across the full range of customer intelligence disciplines, including: marketing planning, customer analytics, and campaign management & optimization.

 
“SAS is a Leader in MRM
for its broad and robust set of MRM capabilities across the five competencies, and
for its vision for next-generation MRM capabilities.”

Why MRM Is So Important
Marketing initiatives for many organizations  can be constrained by the mechanics of marketing operations involving both human and machine processes. As companies continue to invest in Big Data initiatives spanning areas such as campaign management, customer analytics and data warehousing, it becomes clear that these investments won't generate returns unless the people and processes responsible for executing those programs get a similar investment in their technology infrastructure. This technology is called Marketing Resource Management (MRM).

The Five Competencies of MRM
Gartner defines MRM as "...a set of processes and capabilities designed to enhance a company's ability to orchestrate and optimize internal and external marketing resources." The five competencies  Gartner looks for in any MRM solution include:

  1. Planning and budgeting for marketing activities and programs (planning and financial management)
  2. Creating and developing marketing programs and content (creative production management)
  3. Collecting and managing content and knowledge (marketing asset management)
  4. Fulfilling and distributing marketing assets, content and collateral (marketing fulfillment)
  5. Measuring, analyzing and optimizing marketing performance (marketing reporting and analytics)

The Benefit to You
As we all strive to constantly improve marketing while grappling with stiffer competition and tighter constraints, it's inevitable that we deal with the five competencies listed above, in addition to marketing accountability, marketing operations, and simplifying  & streamlining marketing workflows. The benefit to you of dealing with a consistently rated leader such as SAS is that we usually have worked through business problems similar to yours with other organizations, and can guide you to a better place.

Contact us and let's start a conversation about how we can get you to your better place. Or you can start by taking in the details in the full Gartner Magic Quadrant and read why SAS is considered a leader in marketing resource management. Either way, I encourage you to take the next step - you won't regret it.

tags: Analyst Validation, Gartner, marketing operations management, marketing resource management, MRM
5月 072014
 

Recently, SAS was positioned well into the leader’s quadrant for Marketing Resource Management (MRM). This is a great accomplishment for our Customer Intelligence division – and highlights the hard work we have accomplished over the past two years. In this post, I wanted to provide a little more detail around the timelines leading up to this ranking, the products we have that address this topic, and some of our customers that are using the solution.

Early 2012 - SAS purchases Assetlink and renames the solution as SAS Marketing Operations Management.
Mid 2013 - SAS places as a leader in the Gartner Magic Quadrant for Marketing Resource Management.
Mid 2014 - SAS places higher into the leaders quadrant in the Gartner MRM Evaluation.

Below is the magic quadrant:

Gartner MRM MQ

Marketing Resource Management is defined as the alignment of people, processes and technology to support marketing activities and operations as well as improve marketing efficiency and effectiveness. SAS’s answer to the topic of marketing resource management is comprised of a few solutions, but the flagship product is SAS Marketing Operations Management. This solution is broken into five main areas:

Planning and Financial Management – this category includes calendar and planning functions, as well as offer, resource and capacity management.

Creative Production Management – this category includes marketing project planning and management of creative and workflow approvals.

Marketing Reporting and Analytics – this category includes prebuilt reports and customizable dashboards.

Marketing Fulfillment – this category focuses on creative development and production.

Marketing Asset Management – this area focuses on the management of digital assets, forum knowledge, and any claims against marketing.

As you can see, marketing resource management as a topic is a very broad reaching category – and organizations can use marketing resource management solutions to accomplish a number of goals - from streamlining workflows, to managing and versioning assets, to managing resources and other processes.

Let me provide a few examples of how we work with customers across several industries:

Frozen Food Division of Global Nutritional Company – This 18.6 billion dollar division saved over 300 million dollars yearly by streamlining marketing inefficiencies using SAS Marketing Operations Management. More can be read in this Forrester Total Economic Impact Study.

Global Pharmaceutical Company – This primarily US and UK based organization generated operational savings of over 360,000 dollars in just 2 years using SAS Marketing Operations Management.

Global Agribusiness - This organization was able to eliminate their design approval backlog and reduce total design time by 50%. In addition to this, they are realizing yearly savings of $200,000 dollars on production and distribution of identity manuals and yearly savings of $2 million dollars on streamlining design process of digital printing. The total cost per packaging label has been reduced by 65%.

So as you can see, big organizations are saving big money making sure that operational efficiencies exist in their marketing departments. In recent blog posts, we have discussed the theme of marketing accountability. We expect this theme will continue to resonate in 2014, as marketers are being required to be more and more accountable for the programs they are executing inside of the marketing department. If you have questions around how we can help out your marketing organization, please comment below or shoot me an email at jonathan.moran@sas.com.

tags: Analyst Validation, Gartner, marketing operations management, marketing resource management, MRM
3月 242014
 
Like a lighthouse, analyst validation helps you steer clear of hazards.

Like a lighthouse, analyst validation helps you steer clear of hazards.

As customers have grown more demanding and empowered, the role of marketing as steward of the customer relationship has evolved to be more strategic in the enterprise. And with that evolution comes a greater need to validate vendor claims of superiority.

Analyst firms offer advice and research through their publications, events and consulting projects to companies that are evaluating technology purchases. SAS has been named a leader in several recent analyst reports related to marketing, and we've pulled some excerpts below for you to consider.

Click on the report names to open the reports in a new window:

“SAS Customer Intelligence is once again a leader, and overall scores show SAS as the highest-ranked vendor in this evaluation. SAS also received among the highest scores for optimization, analytics and reporting, application usability, corporate strategy, and financials.”

The Forrester Wave™: Cross-Channel Campaign Management, Q1 2012

 SAS, a "leader" in this Magic Quadrant since the inaugural report in March 2006, is among vendors that Gartner says "consistently do considerably better in overall campaign management performance for basic and advanced campaigns, and for integration with digital marketing.” Gartner further describes leaders as having "high market visibility, high market penetration, strong market momentum and a strategic vision for growing the campaign management business."

       Magic Quadrant for Multichannel Campaign Management

Gartner places SAS among the leading vendors that “demonstrate exemplary performance.” Leaders in this report deliver breadth and depth of integrated MRM functionality on large, enterprisewide and global implementations that extend MRM across the marketing organization.

Magic Quadrant for Marketing Resource Management

Gartner places SAS among the leading vendors. We are cited as delivering breadth and depth of integrated marketing functionality, and successfully articulating business propositions that resonate with marketing buyers, particularly CMOs and marketing executives.

Magic Quadrant for Integrated Marketing Management

We appreciate your interest in SAS and hope that you've found these validation points useful. Thank you for following!

tags: Campaign Management, customer intelligence, forrester, Gartner, integrated marketing management, marketing operations management, marketing resource management, Multichannel Marketing