Watch this Ask the Expert session to learn how you can unify, enrich and activate customer data in real time for personalized engagement at scale.
Watch the Webinar
You will learn:
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How to build dynamic customer profiles.
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How to activate these profiles across marketing touchpoints.
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Advanced CDP capabilities with SAS Customer Intelligence 360.
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Best practices and real-life applications.
The questions from the Q&A segment held at the end of the webinar are listed below and the slides from the webinar are attached.
Q&A
If we bring our own segmentation logic from the warehouse, how smart can CI360 be with it? Can it combine our static logic with fresh behavioral data, or should it just ‘stay in its lane’?
If you create your segmentation logic in your own warehouse, you push the resulting customer list into CI360 via the Audience API, and the journey uses it as-is.
CI360 does not “stay in its lane” — because once the audience is loaded, CI360 can enrich activation with real‑time behavioral events (clicks, visits, device actions) that come through its event stream.
CI360’s architecture is intentionally data‑agnostic: it connects to your external data and merges it with digital behavior without forcing you to replicate or recalc segments inside the cloud.
If someone rejects cookies, blocks JavaScript, uses a VPN, and browses in incognito mode… should we still try to personalize?
When a user rejects marketing cookies, disables JavaScript, uses a VPN, or browses in incognito mode, CI360 simply cannot—and should not—personalize. Personalization relies on consented data collection, real‑time behavioral events, and identity stitching, all of which become technically impossible under these conditions. CI360 is engineered to respect user privacy by design: if consent is missing, data capture is automatically disabled. This ensures full compliance with GDPR and internal consent policies while protecting customer trust. Technically, even if alternative identifiers could be passed server-side, we only activate them when the user has explicitly granted permission in a controlled, transparent way. Trust is central: respecting a user’s choice not to be tracked is as important as delivering relevant experiences to those who opt in.
For companies with multiple brands or markets, how does CI360 support shared data, shared journeys, and governance?
CI360 is built for organizations operating multiple brands or markets. You can centralize your data strategy while still giving each brand its own workspace through role‑based access and approval flows. Because CI360 supports tracking across multiple domains under one group, the platform can recognize the same customer as they move between different brand sites, so insights and profiles stay unified. Global teams can define shared journey templates and governance standards, while local teams customize content, audiences, and channels. The result is consistent customer experiences, smarter activation across brands, and strong governance without sacrificing local flexibility.
At what step do you ask customers for consent?
It's usually the first step on the website. When people open your website, they encounter your mandatory cookie banner. Once they accept, the necessary technology is triggered—the consent activates the tag, and then the entire session is securely sent to SAS, for example, and to all relevant systems.
Recommended Resources
Please see additional resources in the attached slide deck.
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