SAS Customer Intelligence 360: How Your Clicks Can Drive Pics Just For You
Your online “behavior” can dictate what gets displayed to you on a website – in real time. Some call this personalized contextualization. The items you click on in a website can be used to deliver marketing content that is relevant to your interests. The purpose of this post is to describe how SAS Customer Intelligence 360 can deliver this personalized content.
SAS Customer Intelligence 360 is a suite of digital marketing functionalities. Amongst those is the capability to deliver creative content to a website. Many websites (especially retail websites) have boxes or windows with images that may include promotions, new information, items on sale, etc. We refer to those boxes or windows as “spots”. Spots exist on websites and mobile apps.
When I first developed training for this functionality, I was happy to use as creative content one of my favorite things – golf. I’ll run us through a scenario where a visitor (that’s what we call customers or prospects who visit a website) will browse a hotel resort’s web home page and see inviting pictures of resort views and activities. These images - with imbedded links behind them - can be delivered by SAS Customer Intelligence 360. Then, the visitor (someone like me) immediately notices another main tab titled “Golf”. The visitor clicks on the Golf tab, scrolls and views the info, and then returns to the home page. Voila – one of the “spots” changed and now displays a promotion for a golf package – all delivered by SAS Customer Intelligence 360. Let’s walk through this process to understand how to set this up.
Spots and Web Tasks
The main HOME page – notice the GOLF tab on top and the lower left spot that displays a poolside view:
Select any image to see a larger version.
Mobile users: To view the images, select the "Full" version at the bottom of the page.
All these images displayed in the spots are delivered by SAS Customer Intelligence 360. These spots contain “default” content images which we refer to as “creatives”. These spots have imbedded links for visitors to view more information. These are set up by using “Spots” on the left side menu within SAS Customer Intelligence 360.
Next, the visitor clicks on the Golf tab which displays this page:
Using SAS Customer Intelligence 360, a Page View event was created to capture this online customer behavior of viewing this page. That visitor’s “event” is captured instantly and stored by the system, and that event can be used to “trigger” any number of SAS Customer Intelligence 360 functions. In this example, we want to change the spot on the home page to display a golf promotion. We know this topic is relevant to the visitor because they visited the Golf page.
Next, the visitor returns to the home page and voila – notice the bottom left spot content has changed:
A free golf lesson is included with an offered golf package. The visitor can click on that spot to view more details and sign up for this golf package. Or, they could do something like fill out an interest form, and as a result an email could be delivered to provide more information (delivered by SAS Customer Intelligence 360).
By the way, you can also present multiple creatives in a random fashion, so this visitor went back to the home page again and now sees this:
Now the visitor has seen two different golf package offers – with different images.
That new creative content was delivered by a Web Task in SAS Customer Intelligence 360. The task is published and waiting to display the new golf package content, once the task’s trigger event is fired off by a visitor clicking on the Golf page. If a visitor never selects the Golf page, then these specific creatives will not be displayed on the home page. Rather, either the default content will remain, or other Web Tasks can display content based on different click behaviors – such as interest in accommodations or dining.
So when you are browsing a website, the information you view is not necessarily static – i.e. everyone does not see the same content – but rather, with the help of solutions like SAS Customer Intelligence 360, the web content is tailored to you and your interests. Welcome to the age of personalized digital marketing.
For more information on how to set up Spots and Web Tasks, please visit these sites below:
Courses:
-
- SAS Customer Intelligence 360 Fundamentals
- Using SAS Customer Intelligence 360 Web, Mobile Spot, and Advertising Tasks
Find more articles from SAS Global Enablement and Learning here.
