In today’s hyper-connected world, customers expect personalized experiences across every touchpoint. Generic marketing blasts are no longer effective; instead, brands must deliver relevant, timely, and engaging content that resonates with each individual. This is where SAS Customer Intelligence 360 (CI360) steps in, offering a powerful platform to orchestrate truly personalized omnichannel marketing campaigns. This article dives deep into how marketers can leverage SAS CI360 to achieve this, focusing on key capabilities and providing actionable strategies for success.

The Power of Data Integration: Building a Single Customer View

The foundation of any successful personalized marketing strategy is a comprehensive understanding of your customers. SAS CI360 excels at data integration, pulling information from various sources – website interactions, CRM data, email campaigns, social media engagement, and even offline transactions. This creates a unified, single customer view, eliminating data silos and providing a holistic picture of each individual’s preferences, behaviors, and needs.

Actionable Strategy: Data Governance and Hygiene

Before integrating data, prioritize data governance and hygiene. Implement processes to ensure data accuracy, consistency, and completeness. This includes defining data quality standards, establishing data ownership, and regularly cleansing your data. Without clean and reliable data, even the most sophisticated marketing platform will struggle to deliver accurate and personalized experiences. Consider using SAS Data Management tools in conjunction with CI360 for robust data quality control.

Customer Segmentation: Identifying and Targeting the Right Audiences

Once you have a unified customer view, SAS CI360 empowers you to segment your audience into highly targeted groups based on a multitude of criteria. These segments can be defined by demographics, psychographics, purchase history, website behavior, engagement levels, and more. Advanced analytics within CI360 can even identify segments you might not have considered, revealing hidden opportunities for personalization.

Actionable Strategy: Leverage Behavioral Segmentation

Go beyond basic demographic segmentation and leverage behavioral data. Track website visits, content consumption, email opens and clicks, and app usage to understand your customers’ interests and intent. For example, segment users who frequently visit product pages related to a specific category and target them with personalized offers and promotions for those products. Use SAS Visual Analytics, integrated with CI360, to visualize these segments and uncover actionable insights.

Journey Orchestration: Delivering Seamless Experiences Across Channels

SAS CI360’s journey orchestration capabilities allow you to design and manage personalized customer journeys across all channels – email, web, mobile, social, and even offline touchpoints. You can define trigger-based actions, automate personalized communication flows, and ensure that each customer receives the right message at the right time, on the right channel.

Actionable Strategy: Map Key Customer Journeys

Identify your most critical customer journeys, such as onboarding, purchase, and renewal. Map out all the touchpoints in each journey and identify opportunities for personalization. For example, in an onboarding journey, trigger personalized welcome emails, offer helpful resources based on the customer’s role, and provide proactive support to ensure a smooth and successful start. A/B test different journey variations to optimize for engagement and conversion. Use the journey mapping tools within CI360 to visually represent and manage these complex interactions.

Real-Time Decisioning: Adapting to Changing Customer Needs

The ability to make real-time decisions is crucial for delivering truly personalized experiences. SAS CI360’s real-time decisioning engine allows you to analyze customer data in real-time and dynamically adjust your marketing messages and offers based on their current behavior and context. This ensures that you’re always delivering the most relevant and engaging content, maximizing your chances of conversion.

Actionable Strategy: Implement Next-Best-Action (NBA) Logic

Leverage CI360’s NBA capabilities to recommend the most relevant action to take for each customer at a given moment. This could be offering a discount on a product they’re browsing, suggesting relevant content based on their browsing history, or providing personalized customer service based on their recent interactions. Use machine learning models within SAS to predict the most effective NBA based on a variety of factors, continuously learning and improving over time.

Real-World Examples of Personalized Omnichannel Marketing with SAS CI360

• Retail: A retailer uses CI360 to track customers’ online browsing behavior and sends personalized email offers for products they’ve viewed but haven’t purchased. They also use location data to send mobile push notifications about in-store promotions when customers are near a store.
• Financial Services: A bank uses CI360 to personalize its website experience based on customers’ financial goals and risk tolerance. They also use real-time decisioning to offer personalized loan products and investment advice based on customers’ current financial situation.
• Healthcare: A hospital uses CI360 to send personalized appointment reminders and pre-operative instructions to patients. They also use data to identify patients at high risk of readmission and provide them with personalized support and resources.

Measuring and Optimizing Your Campaigns

Personalization is an ongoing process. Use SAS CI360’s built-in analytics and reporting capabilities to track the performance of your personalized campaigns and identify areas for improvement. A/B test different messaging, offers, and journey variations to optimize for engagement and conversion. Continuously refine your customer segments and personalization strategies based on data-driven insights. Integration with SAS Visual Analytics can provide more in-depth analysis and visualization of campaign performance.

Conclusion: Achieving Marketing Excellence with SAS Customer Intelligence 360

SAS Customer Intelligence 360 provides a comprehensive and powerful platform for creating highly personalized and effective omnichannel marketing campaigns. By leveraging its data integration, customer segmentation, journey orchestration, and real-time decisioning capabilities, marketers can deliver exceptional customer experiences that drive engagement, loyalty, and revenue. Embrace the power of personalization and unlock the full potential of your marketing efforts with SAS CI360.