Zencos | Architects of Vision and Strategy for Business Intelligence

SAS Web Report Studio Video Tutorial, Part 3

Part 3 of 3 Videos on SAS Web Report Studio for beginners.

SAS Web Report Studio Video Tutorial, Part 2

Part 2 of 3 Videos on SAS Web Report Studio for beginners.

SAS Web Report Studio Video Tutorial, Part 1

Video tutorial on SAS Web Report Studio, Part 1 of 3.

Bridging the IT-Marketing Gap: Get Real-Time

This post is the tenth in aseries of tips about how to create analytics around your customer behavior.

Real-time is a very hot topic today – and while there is a great deal that can be accomplished with solutions which use customer data over periods of hours, days or even weeks – the immediacy offered by the use of real-time, online customer data to drive real-time marketing programs cannot be ignored.

We have all seen the ‘people who buy golfing books will often by golfing shoes’ campaigns – and there is a benefit to be gained here, but the smarter campaigns that use data from a live transaction (like a search) and combine this with customer history to make the RIGHT offer or ‘best next action’ are really remarkably effective

… and not only do they make more sales, they deliver a benefit which is even harder to win… they get the customer to think about you as a ‘clever supplier’ who ‘cares about them as an individual’ – and that kind of thinking leads to the real prize – brand loyalty!

SAS Enterprise Guide Cube Measures

Video tutorial on to create additional measures in OLAP Cube using SAS Enterprise Guide.

Bridging the IT-Marketing Gap: Start Simple

This post is the ninth in aseries of tips about how to create analytics around your customer behavior.

There is a tremendous desire to attempt to ‘boil the ocean’ when embarking on this kind of activity. There is a desire to ‘do everything’ and ‘do it perfectly’ from Day 1.

The reality of the situation is that really simple personalization projects can deliver significant benefits. Look at the FBTO customer story on this site and see how by segmenting visitors into 1 of 4 groups based on their previous activity, and at the same time understanding which of 4 product groups they appeared to be interested in, and using this data to personalize a single landing page image they were able to increase their conversion rates by 15%.

…and then by using the same data to personalize call centre interactions they delivered another campaign which resulted in a sale to every third person they called!

This stepwise approach has many benefits. Not only are ‘quick wins’ possible, but you avoid the problem of flooding the organization with data – each additional application of the data shows an incremental benefit. As the organization learns how to exploit the data you are providing, their ideas, campaigns and results will just keep getting better.