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September 18, 2012

SAS’ new digital marketing application personalises customer Web experience

Adaptive Customer Experience includes a real-time, dynamic data collection technology that avoids costly Website tagging

By CBR Staff Writer

Business intelligence and integrated marketing management firm SAS has launched a new digital marketing application, Adaptive Customer Experience.

SAS claimed that the new application combines Website analysis with other online and offline customer data to provide personalised customer interactions and a consistent customer experience across channels (Web, direct mail, email).

It also claimed to feature a real-time, dynamic data collection technology that could avoid costly Website tagging and transform data into customer-focused insight while it can reduce costs compared with traditional Web analytics tools.

Semphonic Web analytics president Gary Angel said SAS Adaptive Customer Experience is designed for the enterprise that wants to use digital analytics and not just consume metrics.

"As you might expect from SAS, its Adaptive Customer Experience significantly improves the quality of intelligence — particularly at the customer level — for digital marketers," Angel said.

"But delivering to marketers the ability to use that intelligence to drive personalization and offers is what makes this SAS software truly transformative."

The Adaptive Customer Experience combines three applications: SAS Customer Experience Analytics,
SAS Customer Experience Targeting and SAS Customer Experience Personalization.

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SAS Customer Experience Analytics captures and transforms Web interactions into customer knowledge, integrating the data with other channel views, enabling organisations to understand, model and market to customers visiting their Web properties.

The Customer Experience Targeting combines online data with data from other channels so companies can target customers and deliver offers in an outbound campaign mode. It delivers outbound offers to customers who have interacted online with an organisation.

SAS Customer Experience Personalization enables organisations to deliver real-time offers over the Web personalised to the individual consumer.

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