SAS | The Power to Know Log In Worldwide Sites Contact Us Home Insights Marketing Marketing Insights Explore hot topics in marketing Marketing Analytics Digital Marketing Customer Experience Big Data in Marketing Multichannel Marketing Customer Analytics Marketing Analytics Gut-feel marketing won’t get the results you’re after. You need to make smarter, fact-based decisions based on reliable, relevant data and powerful analytics. Learn how to plan and manage your marketing programs more efficiently and effectively than ever before. Streamline your marketing operations. Get more value from your digital assets. Link marketing performance to real revenue. And find out which marketing activities are working, which ones aren’t – and why. Learn more about marketing analytics Featured Insight: Harvard Business Review Research Report Lessons from the Leading Edge of Customer Experience The explosion of channels and the advantages of real-time communication are leading to new best practices for creating unique, positive customer experiences. To see the lessons learned by top organizations, download this Harvard Business Review research report. Read the report Latest Insights & Articles DIGITAL MARKETING How to build a mobile marketing strategy Developing a mobile marketing strategy can be daunting, especially if your current approach lacks a clear focus and strong connection with customers' wants. Here are the questions you should be able to answer before your strategy work begins. Read the article MARKETING ANALYTICS Four ways retailers use analytics to improve customer loyalty What do big-name retailers like Chico’s, Tesco and Staples all have in common? They’re all using analytics to forecast demand and determine the best marketing and merchandising strategies -- and they’re all seeing impressive results. Read the article MARKETING ANALYTICS 5 lessons from effective customer loyalty programs Does your loyalty program actually inspire customers to be loyal to your brand, or has it turned into a way for the public to get discounts on your goods and services? The International Institute for Analytics offers some strategic ways to get your program back on track. Read the article MARKETING ANALYTICS 5 steps to customer data hygiene Your sales force can’t contact customers if they can’t find them. Up-to-date, accurate customer data is among your top assets. Keep it clean and healthy. Read the article MARKETING ANALYTICS Path analysis with SAS Visual Analytics If sales are not what they should be, maybe the problem is how you’re leading customers through your website. Data visualization can reveal the shortest path to sales success. Read the article DIGITAL MARKETING Moving beyond the ad server Ad servers take a broad-brush approach to delivering advertising. But there is a better way. One that allows you to finesse your offerings to paint the best picture for visitors by using data analysis to gain profitable insights. Read the article CUSTOMER EXPERIENCE Four ways Vail Resorts creates epic customer experiences Vail Resorts is a coveted vacation spot and … a social media titan. Find out how the resort gained 35 million social media impressions and turned happy guests into brand ambassadors. Read the article DIGITAL MARKETING Let's get personal: Improving customer experience with digital marketing Advanced analytics can help bankers predict customer behavior and deliver personalized offers to customers at the moment they're most open to receiving them. Read the article ARTICLE Tech titans reshape retail They're the tech titans: Amazon, Apple, Google, eBay and Facebook. They've reshaped the landscape of multiple industries and have the potential to change life as we know it. What are they going to do next -- and what can marketers learn from them? Read the article DIGITAL MARKETING Banking on big (and small) data to understand customers More than 75 percent of US banking transactions come from digital channels. Find out what banks are doing to follow customers through the digital world and anticipate their needs with personalized offers. Read the article CUSTOMER EXPERIENCE Harry & David's customer focus fuels incredible comeback After emerging from bankruptcy, the gourmet food and gift company achieved double-digit demand growth and became a $300-400 million retailer. How did they do it? Here's their three-step approach. Read the article DIGITAL MARKETING Why big data analtyics is digital marketing's best friend How can you use big data analytics to dramatically improve your digital marketing? Apply it to search, lead nurturing and eCommerce for a start. Here's how the SAS marketing team does it, along with some resources to help you get started. Read the post MARKETING ANALYTICS USAA shares five keys to marketing analytics excellence In 2009, USAA made a big change to eligibility requirements -- and marketing analytics became key to their new strategy. Chief Data and Analytics Officer Doug Mowen helped implement the change and shares five tips that can help any organization achieve marketing excellence. Read the article DIGITAL MARKETING Rewiring the digital CMO Digital technologies are making Chief Marketing Officers more strategic, thanks to measurements that help them make a more powerful case to the C-suite. But there's more to be done says this Economist Group blog post -- and it involves CMOs completely rewiring their brains in two ways. Read the post BLOG POST Integrated marketing: Rethink what you know about big data Integrated marketing is not a mere discipline or approach to marketing. It's a mindset -- one that's critical for marketers facing today's challenges: Empowered customers, regulatory change and, of course, big data. Read the post MARKETING ANALYTICS Do marketers really need real-time analytics? How can you ensure that real-time analytics enhances your customer and marketing operations? These four practical steps will help you apply a real-time approach. Read the article CUSTOMER EXPERIENCE How do you build loyalty with fickle online shoppers? When consumers have countless options online, what draws shoppers to you, and what will keep them coming back? With a roster of millions of active members, flash sale phenom Gilt seems to have found the secret. Here’s how they do it. Read the article BIG DATA Six big data dos and don'ts for marketers Big data can be a major problem solver for marketers. It can help improve customer experience, boost customer interaction, increase revenue, reduce costs and more. But missteps can leave some marketers with too much information and not enough solutions. Here are do's — and don'ts — to help you turn the big data promise into a profitable reality. Read the article ARTICLE How CMOs and CIOs can collaborate to win: Lessons from the fox and the hedgehog As Greek poet Archilochus wrote, "The fox knows many things, but the hedgehog knows one big thing." Marketing and IT are comfortable working as hedgehogs — experts in their fields. But as the emergence of big data and analytics increasingly elevates multidisciplinary foxes, a new partnership between CMOs and CIOs is no longer a novelty. "It's a matter of survival," says Wilson Raj in his recent MarketingProfs article. Read the article DIGITAL MARKETING The digitization of everything - its impact on the CMO/CIO relationship In the past, marketing's requests to the CIO were often relegated to the bottom of the IT priority list. Now, CMOs are required -- and empowered -- to use technology to reach and convert customers. Marketers need IT to perform their job --and much of it is accessible without the blessing of the CIO. This power shift is just part of the evolving CMO and CIO roles says Brian Vellmure. Read the blog post MARKETING OPTIMIZATION Six steps to optimize your marketing Why aren't organizations realizing the full value of their marketing optimization solutions? What do you need for effective marketing optimization? Here are six best practices that answer these questions and more. Read the article MULTICHANNEL ENGAGEMENT Marketers: Keep it cool, not creepy Today, marketing executives know that the one-message-for-all approach doesn’t work. Marketers need multiple messages, namely the right message that will work for each channel. Here's how you keep it cool and give customers a reason -- every time through every channel -- to come back again and again. Read the blog post MULTICHANNEL ENGAGEMENT Reeling social media into omnichannel marketing Studies show that multi-channel customers spend more than their single-channel counterparts. Isn't it worthwhile to identify, target and nurture these high-value customers? In this RIS News article, Wilson Raj shares four social media strategies to win hearts and minds. Read the article MARKETING OPTIMIZATION Seven marketing optimization best practices With the explosion of channels, microsegmentation of customers and increased globalization, marketing is more complex than ever. Here are seven best practices marketing execs can use to reduce the gap between expectations and results -- and increase ROI. Read the article BLOG POST What's changing IT is also changing marketing Given the differences in mind-set and focus, the traditional relationship between IT and marketing has been more adversarial than not. Thankfully, that's changing. Find out what a panel at this year’s SAS Global Forum Executive Conference had to say about the evolving partnership and the trends that are transforming IT and marketing. Read the blog post DIGITAL MARKETING The digitization of everything – its impact on customer experience When your coffee barista greets you by name and has your usual morning order piping hot and waiting for you — that’s customer relationship management at its finest. But with tech innovations rapidly merging the digital and physical worlds, what will CRM look like in the future? Brian Vellmure explores this question and more. Read the blog post DIGITAL MARKETING The digitization of everything – its impact on the buyer’s journey and marketing’s role For nearly a century, the buyer’s journey was relatively linear. Advertising through mass media led to conversing with salespeople, friends and family. A purchase was made. But in today’s digitally networked world, studies show there are 3,000 different paths to purchase. How does marketing respond to this new reality? Brian Vellmure has answers. Read the article ARTICLE A lesson in customer service from Chick-fil-A President Dan Cathy Does Chick-fil-A’s commitment to be kind to employees and provide heartfelt hospitality to customers make the food taste better? President and COO Dan Cathy says it does, and the numbers back him up. He shares the secret behind the family-owned company's success. Read the article ARTICLE Marketing in the mobile age Marketing execs from financial services and telecommunications look at the future of campaigns. Here are their four tips for managing campaigns in the multichannel, real-time world. Read the article ARTICLE Marketing-IT Alignment is possible: Why you need your IT department Adele Sweetwood’s marketing organization has a strong partnership with IT, but it wasn’t always so. For the many marketers out there still struggling, here are her six tips for building the relationship. Read the article ARTICLE Family Dollar’s secret weapon for supercharged stores When you’re a big retailer like Family Dollar, what can you do to make the most of your customer data and gain access to the most advanced analytics techniques and technologies around? You combine your analytical horsepower with a partner like Procter & Gamble -- whose technology includes eye-tracking software and virtual caves. Read the article ARTICLE IDC: Tons of customer data going to waste As much as companies understand the need for data and analytics and are evolving their relationships with both, they're not moving quickly enough. Case in point: Among IDC's 2014 predictions for CMOs is that a whopping 80% of customer data gets wasted. Read the article ARTICLE Marketing optimization: Five lessons learned at a major US bank How does a bank know what you need when you visit its website, open the mobile banking app or walk into the branch? For one of the largest banks in the US, the answer is marketing optimization. Here are five lessons they’ve learned. Read the article ARTICLE Seth Godin's rules for marketing in the new economy Are you invisible or remarkable? That's the question Seth Godin believes marketers should ask themselves in the new economy. And there are three simple reasons why. Read the article VIDEO American Airlines on the ups and downs of social media At American Airlines, the social media team responds to customers on Twitter within 15 minutes, 24/7. What does it take to make that happen? American's Director of Social Media Communications, Jonathan Pierce, discusses that and more. Watch the video VIDEO Brian Solis on making business more human How can marketers connect with customers in the new digital economy? In this short video, Brian Solis, Principal Analyst at Altimeter Group, advocates going back to the basics: what customers think, believe and share with others. Watch the video Suggested blogs SAS Voices Visit SAS Voices, where SAS employees lead a conversation about notable people, products and ideas at SAS – and point you to the best content about SAS customers and business analytics. All Analytics Join the community for all things data management, business intelligence and analytics. 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