Automation, ModelOps & Analytical Targeting for SAS Customer Intelligence 360

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Fresh research from Forrester released in Q2, 2021 on the subject of cross-channel campaign management amplifies the importance of brands exploiting 1st party data, machine learning, ModelOps and decisioning in delivering relevance and precision within the modern practices of customer targeting and personalization. Spanning across a variety of content, in this article and video demonstration, we will cover:

• The recent trend of new analytical techniques and automation coming together to reduce the effort brands need to exhibit to leverage algorithmic scoring in interaction management.
• Our perspective on missed opportunities in AI Marketing.
• Explain how SAS CI360 enables users to execute supervised machine learning and action on the results of champion-challenger modeling pipelines to improve targeting intelligence on websites, mobile apps and more.
• Considerations for critical decisions in balancing marketing objectives between capturing conversions vs. maximizing efficiency.

(Image 1: Automation, ModelOps & Analytical Targeting)

Before proceeding, the presence of a data science or customer analytics team is not a reality for some brands, and not a full stop solution for others. In the video demonstration below, we will highlight in detail how automation can assist in the challenge of targeting refinement without sacrificing considerations for meeting customizable objectives. Classification modeling, confusion matrices, classifier rules, cut off rates, and other analytical details represent an area of under-exploited potential in martech, and SAS is introducing a user experience that removes barriers in allowing brands to tap into the hype of ModelOps.

It's easy to recognize that every brand is customer obsessed, and each prospective interaction provides a potential opportunity to make an intelligent decision, deepen engagement and positively impact customer lifetime value. Analytical Targeting is the latest feature from SAS CI360 to automate the use of advanced machine learning enabled by the latest capabilities available from the SAS Viya platform. We are ecstatic to share with you how it works.

Learn more about how the SAS Platform can be applied for customer analytics, journey personalization and integrated marketing here.