SAS Customer Intelligence 360: Analyst viewpoints
In February, SAS was announced as a Leader in the 2020 Gartner Magic Quadrant for Data Science & Machine Learning Platforms report. The location of the SAS dot in the Leaders Quadrant, as shown below, indicates that SAS is THE Leader. SAS is THE ONLY vendor to be a leader in this report for all seven years of its existence.
(Image 1: Gartner MQ for Data Science & Machine Learning Platforms)
Because the topic of the research is at the heart of what SAS does, as well as representing the backbone of what differentiates SAS Customer Intelligence 360...
Wait a minute. What does this have to do with marketing technologies? Allow me to focus your thinking. The question I want you to consider is:
Where are all of the martech vendors in this study?
The hype of martech innovation in 2020 is continuing to elevate, and every technology vendor is claiming to bolster the customer experience with AI. As a consultative practitioner focused at the intersection of data, analytics, and marketing, the results of the Gartner study are intriguing. Is all AI built the same? No. Yet it seems every software company is pitching it. Here's our version of it:
The game is changing. Let me strengthen this argument by sharing two Forrester reports from the second half of 2019.
(Image 2: Forrester Wave for Cross-Channel Campaign Management)
In September of 2019, SAS was named THE LEADER in Forrester’s Wave for Cross-Channel Campaign Management (CCCM). Per Forrester, CCCM vendors “provide enterprise customer data management, segmentation and audience tools, marketer-friendly campaign design, and orchestration for a broad range of digital and offline channels.”
Cross-channel campaign management is evolving rapidly. Why is it a priority for brands? Because there is a high expectation for brand marketers to deliver “individualized, contextually relevant brand experiences." To better address today's broader marketing requirements, organizations needs to:
- Deliver a customer data and analytics foundation.
- Excel at cross-channel customer experiences.
- Provide moments-based marketing technology innovation.
One of the key business issues that we have uncovered working with brands in this evolution is the issue of data. Most marketing departments have a customer/marketing data mart that they run their campaign management activities on. SAS is positioned to leverage existing data investments, and provide a hybrid cloud architecture that enables brands to query that data where it is, whilst still leveraging our innovative SaaS environment. Learn more about our approach here.
(Image 3: Forrester Wave for Enterprise Marketing Software Suites)
Also released in September of 2019, SAS was named a LEADER in Forrester’s Wave for Enterprise Marketing Software Suites (EMSS). Per Forrester, “Marketers appreciate an EMSS for its ongoing commitment to new and enhanced marketing capabilities, extensive marketing ecosystem support, and alignment of marketing with customer experience initiatives. Brands look to them as the cornerstone of their marketing technology (martech) stack – hoping to maximize functionality, streamline processes, and reduce overhead.”
The enterprise marketing software suite (EMSS) category continues to expand while it rides a wave of escalating solution requirements as B2C marketers adapt to the disruptions caused by demanding consumers, new touchpoints and technologies, and the specter of tightening data and privacy rules.
(Image 4: AI and SAS)
Across the research reports, I want readers to have a singular takeaway regarding one question.
Who is the only technology vendor in a leadership position in all three?
To learn more about how the SAS platform can be applied to other marketing and customer-centric use cases, please check out additional posts here.
