Introduction to AI-Driven Journey Activation with SAS Customer Intelligence 360

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The activation of AI within customer journeys involves the infusion of analytics throughout the creation, coordination and delivery processes of orchestrating consumer experiences. The result is intelligent marketing that grabs your customer's attention.

Let's begin with a short discussion about the journey activation. Although you might wonder how journey activation is different from overly used terms like "journey mapping" or "journey management", it doesn't really matter. Any way you slice these buzz words, it's an overlapping subject frequently discussed in martech with an endless array of viewpoints. The inclusion of machine learning within an actionable set of journey-based customer interactions is what excites us. With that said, here is our perspective:

Figure 1: Why SAS for Customer Journey Activation?

Over the next few weeks, I will author a series of articles that will capture thought leadership, personal perspectives and technology demonstrations associated with these four categories. As we settle in, I want to share an update on SAS Customer Intelligence 360 and the release of exciting, new content:

• SAS Customer Intelligence 360 overview
• The Forrester Wave™: Customer Analytics Technologies, Q3 2020 research report
• The Forrester Wave™: Real-Time Interaction Management, Q4 2020 research report
• Consulting services
• Ecosystem partners
• Experience 2030 e-book

With that said, let's dive into an introduction of SAS for Customer Journey Activation, and how it intersects with AI, machine learning and analytics.

Figure 2: SAS for AI-Driven Journey Activation

Simply stated, the term "customer journey activation" describes how SAS Customer Intelligence 360:

• Provides a comprehensive, omnichannel customer engagement suite
• Modular, flexible deployment options
• Support for automated and customizable AI-marketing use cases

SAS 360 Discover, SAS 360 Engage & the SAS Intelligent Decisioning are the software modules that live and breath customer journey activation capabilities, and I invite you to view a video that will address the following topics:

1. Introduction to SAS for Customer Journey Activation
2. What is SAS 360 Engage?
3. Art of the possible technology demonstration

Learn more about how the SAS Platform can be applied for customer journey activation here.