Watch this Ask the Expert session to learn how to use SAS Customer Intelligence 360 to drive marketing results.
Watch the Webinar
You will learn:
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The value of linking email, web and mobile app activity through demonstrated use case examples.
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Best practice approaches to setting up activity observations and using the insights to create marketing activity.
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How to monitor results and understand performance statistics.
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
What about a scenario where you want to contact people who land on the page to register for the seminar, but they don't submit the form? How would you setup tags and a trigger to email those folks to come back and complete their registration? In this scenario, there's no cart.
If the customer already is known by CI360, then we know they're on this page. Even then, we could link that to their profile and their e-mail address. We can still retarget them by email, that you visit the page they didn't submit the form. Also, we can still retarget them if they're anonymous or never have given us their e-mail address. The anonymous behavior can be used to at least trigger a web personalization. For example, on the next page we could display a banner with whatever text referring to this process and ask them to submit. Or maybe the next visits we still remember they had shown some interest but not subscribed. We can use a banner or a modal or whatsoever to retarget this individual.
Do customers use SAS Tags in addition to Google Tags?
Yes, it's just another tech. The SAS Tag get usually deployed via a Tag Manager, I think most of the cases via Google Tag Manager. The Google Tag Manager just deploy the SAS Tag as one of the many tags in there because it's we collect data for different purposes, where SAS Tag collects the data as first party data. Therefor we can collect data on individual level and process it server-side. Google Analytics doesn't want any data on individual level. That is collected for reporting purposes where SAS really capture data for tracking and real-time content personalization. So, there's different purpose and different rules and different agreements how to capture data. So, it’s side by side as usually with a lot of tags.
Is it possible to import Email template generated externally?
Yes. You can just import an HTML template into the system and go from there.
How do I drive website activity based on email campaigns i.e., the opposite way around?
Yes, it’s the same process. With the SAS Tag deployed, you can use any page on your domain(s), so the websites you own, as a landing page for e-mail campaigns.
SAS CI360 can recognize customers where they're coming from and personalized the first page with personalized content for this individual.
The SAS tag scans the click through URL including the query parameters, like UTM parameters and can use that to identify the individual or the campaign and use that in delivering the right content in real-time.
Can I use the website and app activity to drive both bulk and triggered email campaigns?
Yes. By default, it's one event that triggers an e-mail, or any other communication, and so I use a triggered e-mail. In case you have an more advanced use case, you use a kind of custom process and process the behavioral data in your environment you can send the outcome back as an Audience or Segment and use the Bulk Email campaign for example.
Recommended Resources
Please see additional resources in the attached slide deck.
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