Introduction to Marketing Data Management with SAS Customer Intelligence 360
No matter what your brand's level of marketing maturity is, SAS can help you move from data to insight to action with rich functionality for adaptive planning, journey activation and an embedded real-time decision engine – all fueled by powerful analytics and artificial intelligence (AI) capabilities.
Let's begin with a short discussion about the marketing journey. Although you might wonder how the marketing journey is different from the overly used term "customer journey," 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. Here is our perspective:
Figure 1: The SAS marketing journey
Over the next few months, I will author a series of articles that will capture thought leadership, personal perspectives and technology demonstrations associated with these five 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
- Consulting services.
- Ecosystem partners.
- Experience 2030 e-book.
With that said, let's dive into an introduction of SAS Marketing Data Management, and how it intersects with AI and analytics.
Figure 2: SAS Marketing Data Management
Simply stated, the term "marketing data management" describes how SAS Customer Intelligence 360 can enhance and extend customer data activation, while allowing users to move beyond a traditional customer data platform with our hybrid architecture. 360 Discover and 360 Engage are the SAS software modules that live and breath with marketing data management capabilities, and I invite you to view a video that will address the following topics:
- Introduction to SAS Marketing Data Management.
- What is 360 Discover?
- Technology demonstration for data capture & identity management.
Learn more about how the SAS platform can be applied for marketing data management here.
