Calculated Data Items in SAS Customer Intelligence 360

In the ever-evolving world of digital marketing, data is the currency of success. But raw data alone isn’t enough. To truly unlock its value, marketers and analysts must be able to transform, manipulate, and interpret data in ways that align with business goals. One of the most powerful tools for doing just that in SAS Customer Intelligence 360 (CI360) is the calculated data item.

This post explores how calculated data items can be created and used directly within the CI360 user interface (UI), why they matter, and how to apply them effectively in real-world marketing scenarios.

What Are Calculated Data Items?

A calculated data item is a custom field derived from existing data using logic, mathematical expressions, or conditional statements. These items allow users to create new variables that better reflect business needs—such as customer value scores, loyalty tiers, behavioral segments, and more.

For example, you might want to create a field that categorizes customers as “High Value” or “Low Value” based on their income, age, and loyalty. Rather than relying on static fields or external tools, you can build this logic directly into CI360 using calculated data items.

Why Use the CI360 User Interface?

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Historically, calculated data items were created using Information Map Studio, which required a separate client and manual updates using ‘dm’ commands. This process was not only time-consuming but also limited to more technical users.

With CI360’s modern UI, the process is streamlined and accessible:

No separate client required – Everything is done within the browser.
No command-line updates – Changes are reflected immediately.
Easy editing and deletion – Ideal for testing and temporary use.

This shift democratizes data manipulation, allowing marketers, analysts, and administrators to build and manage calculated fields without needing deep technical expertise.

Building Calculated Data Items in CI360

The Expression Editor in CI360 is a powerful tool that supports:

Drag-and-drop access to hundreds of SAS functions
Complex logic such as CASE WHEN ELSE statements
Aggregated functions like SUM, AVG, MIN, and MAX
Syntax validation to ensure accuracy

You can create both non-aggregated and aggregated calculated items, depending on your needs. For example, you might use a simple arithmetic formula to calculate a customer’s value score or a more complex conditional expression to assign them to a loyalty tier.

Real-World Scenario: Customer Value Scoring

Let’s walk through a practical example.

Imagine you want to identify your most valuable customers for a gift campaign. You decide you need a calculated data item called, Customer Value Score using the formula:

(Customer Income * Loyalty Index) / Age

Where the Loyalty Index is defined as:

Customer Retention in Years + Total Household Spend

Using CI360’s UI, you can create two calculated data items:

Loyalty Index – Combines retention and spend.
Customer Value Score – Uses the Loyalty Index in a broader formula.

Once created, these items can be used in segment maps to target high-value customers or in export templates to include them in personalized outreach.

Using Calculated Items in Segment Maps and Exports

Calculated data items aren’t just for internal analysis—they can be used throughout CI360 to drive action.

For example:

In a Segment Map, you might create a node that selects customers who are male, have a low income (as defined by a calculated item), and are OK to email.
In an Export Template, you can include calculated items as fields, allowing you to output values like “Customer Value Score” or “Loyalty Tier” in your final dataset.

This integration ensures that your targeting and reporting are aligned with your business logic.

Best Practices for Creating Calculated Data Items

To get the most out of calculated data items, follow these best practices:

Keep formulas simple and clear Avoid overly complex logic that’s hard to debug or maintain. Break down large expressions into smaller, reusable components.
Use consistent naming conventions Descriptive names make it easier to understand and reuse calculated items across campaigns and teams.
Always validate expressions CI360 includes a validation tool that checks for syntax errors and warns you if a function may not be supported by your database.
Be cautious with unsupported functions Some SAS functions may not be supported by all databases. Using them could slow down performance or cause errors. CI360 will warn you during validation—take these warnings seriously and consider alternative functions.
Set the subject before building If you change the subject after writing your expression, the calculation may be wiped. Always set it first to avoid losing work.

Advanced Use Case: Tiering Customers with CASE Logic

Once you’ve calculated a Customer Value Score, you can use a CASE WHEN ELSE expression to assign customers to tiers:

CASE 
  WHEN Customer Value Score >= 90 THEN 'Excellent'
  WHEN Customer Value Score >= 70 AND < 90 THEN 'Good'
  WHEN Customer Value Score >= 50 AND < 70 THEN 'Average'
  ELSE 'Poor'
END

This calculated item can then be used in exports or visualizations to better understand your customer base and tailor your messaging accordingly.

Final Thoughts

Calculated data items in SAS Customer Intelligence 360 are more than just a convenience—they’re a strategic asset. They allow you to encode business logic directly into your data environment, enabling smarter segmentation, more personalized campaigns, and deeper insights.

By mastering the Expression Editor, following best practices, and applying calculated items in real-world scenarios, you can elevate your marketing efforts and drive measurable results.

Whether you’re just getting started or looking to refine your skills, now is the perfect time to explore what calculated data items can do for you.

For more information on calculated data items, please refer to the Creating Calculated Data Items within the User Interface lesson within the SAS 360 Direct - Defining the Marketing Data and Business Contexts course.

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