Marketing AI With SAS Customer Intelligence 360 & SAS Viya - Q&A, Slides, & On-Demand Recording
Watch this Ask the Expert session to learn how to refine your skills, optimize workflows and maximize the value of SAS solutions within your marketing strategies.
You will learn:
- Data science and analytics can bring incremental value to marketing opportunities.
- To accelerate the delivery of AI solutions to marketers.
- To follow a step-by-step approach in bringing your AI-powered campaigning to life.
- To observe SAS viewpoints on 2025 innovation themes within Martech use cases.
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
Why is SAS building another AI solution in a crowded ecosystem of analytical solutions available in 2025?
Totally legit to say because this is the first time in the history of SAS that we're building a domain-specific AI solution for martech and customer experience. It's never been done before, but we’ve seen year after year the friction building up between the data science and marketing communities. The marketing community is very data- and insight-hungry when it comes to activation use cases.
As AI and ML continue to innovate at a fast pace—and those of us practicing in the field know that pace is accelerating—it’s becoming more challenging for newer participants in martech to keep up, especially since martech itself is evolving rapidly. We need to introduce a solution that brings deeper synergy between these two communities. Otherwise, we’ll continue to see two distinct segments within companies moving in different directions.
We don’t want AI and ML to be overlooked in marketing workflows. We believe there’s massive potential for further improvement (or incrementality). As AI and ML mature over time, and it becomes harder for some to keep up with the pace of innovation, we want to reduce that gap.
How is project retraining scheduling dependent on underlying data scheduling?
We can mirror it. There are a number of ways to approach that, but ultimately it would involve understanding your team (or brand's) desire to mirror when data is updated on the front end of a workflow that could trigger an alert for retraining. We intend to offer a wide variety of options for how you want retraining to be scheduled—manually or autonomously. We're working with early adopters (as some of them may be watching this session today) and receiving real client feedback on how they want the software to perform.
A question like this is valuable because I’ll share that insight with my product management and supporting R&D teams. We're building this product with the understanding that this interest exists.
I’ve heard rumor that, aside from Intelligent Decisioning, SAS also develops Marketing Decisioning. Is this true?
Yes. SAS Customer Intelligence 360 in the near future will offer clients the opportunity to adopt new modules focused on Marketing Decisioning and Marketing AI. The two modules will be siblings to address batch, fast-batch and real-time customer journey use case themes. Keep your attention on this page for future updates.
How can an existing Viya installation be integrated with CI360?
We would suggest reviewing this SAS Communities article for details on this question.
Recommended Resources
SAS Thought Leadership & SAS Community Articles on Data Science & Martech
SAS Learning Subscription for CI
Please see additional resources in the attached slide deck.
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