Start Strong with Next Best Action (NBA)

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Introducing SAS Marketing Decisioning – Designed for Marketers, Powered by Intelligence

At SAS, we believe marketers should spend more time shaping strategy and less time wrestling with complexity. Yet for years, many teams have worked with decisioning tools built for technical users. These often require navigating complex data, building joins, and managing configurations - pulling focus from what marketers do best: understanding customers, shaping strategies, and delivering meaningful experiences.

This challenge sparked an idea. And today, that idea becomes reality.

We’re excited to introduce SAS Marketing Decisioning - a solution built for marketers. It simplifies decisioning and empowers teams to deliver the most relevant actions and offers to customers with speed and confidence.

Why This Matters

With SAS Marketing Decisioning, marketers no longer need to worry about technical heavy lifting. Instead, they can fully focus on what they do best:

Designing impactful decisioning campaigns
Defining winning strategies
Driving measurable business outcomes

By clearly separating what technical users manage from what marketers need, SAS Marketing Decisioning enables smarter, faster, and more effective decisions - without complexity getting in the way.

Start Strong with Next Best Action (NBA)

Our first release introduces a ready-to-use Next Best Action (NBA) capability, giving marketers a clear, structured way to determine the most relevant action or offer for each customer in real time.

With NBA, you can:

Move fast with out-of-the-box rules, including contact limits and suppression templates
Stay flexible by tailoring decision logic to your unique business needs
Stay relevant with built-in arbitration that always selects the best offer

The result: a smarter, more consistent way to engage customers - without slowing down your marketing strategy.

Rules That Put Marketers in Control

Great decisioning depends on rules. With SAS Marketing Decisioning, marketers can create and manage these rules directly - without waiting on IT. That means more control, more agility, and more confidence in every customer interaction.

Here’s how rules work for you:

Suppression rules filter out customers when communication isn’t appropriate
Contact limits prevent over-messaging and respect customer experience
Arbitration balances competing campaigns and prioritizes the best offer every time

The result: every decision made is timely, relevant, and aligned with your strategy - ensuring marketing works smarter, not harder.

AI That Works for Marketers

Our upcoming AI capabilities are built with a single goal: to make marketing decisions better, faster, and continuously smarter. With AI, you will be able to:

Identify the best offers or actions for each customer
Pinpoint the right moments to engage and convert
Respond in real time as behaviour shifts
Gain clarity on what’s working and what isn’t - with insights into rule performance, offer success, and areas for improvement

By combining rules-based control with AI insights, marketers gain the clarity and confidence to fine-tune strategies on the fly - keeping campaigns agile, relevant, and impactful.

Deployment on Your Terms

SAS Marketing Decisioning fits seamlessly into your business environment. You can deploy it directly in your own cloud, ensuring you maintain:

Full control of your data with enterprise-grade security
Smooth integration with your existing marketing systems
Faster time to value by reducing setup and complexity
Real-time agility to adapt instantly as customer behaviour changes

The journey has just begun, and we’re excited to bring more innovation your way! 😊

The original author of this post is: Tarun Sethi, Sr. Product Manager, SAS