Video tutorial on how to modify the banner in SAS Web Report Studio.
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Bridging the IT-Marketing Gap: Harness The Torrent
This is the fourth post in a series of tips about how to create analytics around your customer behavior.
The online channel is the richest source of data available to your business. Traditionally marketing programs have had to work with very limited sales data from sources like loyalty or reward cards and back office systems – and while remarkable successes (think Tesco/Amex etc.) have emerged from using this data – the online channel is so much more data-rich.
Moreover, historically, much of the data available (like web analytics data) was not attributable to individuals – so it is almost impossible for a marketing program to ‘action’ such data– because you don’t know who to aim at when pulling the campaign trigger!
In the online environment you don’t only learn about an individual’s product purchases, but you also learn about ‘intent’ (what they searched for), about ‘aspiration’ (the products they looked at), about ‘demographics’ (where they are, who they work for), about ‘history’ (from the very first time they visited your site), about ‘acquisition’ (where they came from), about ‘experience’ (how the site worked for them), about ‘current activity’ (what they are doing RIGHT NOW!) etc. etc. etc.
Moreover, because this channel is often a potential customer’s first point of contact with your organization, understanding how they have interacted with your applications and web sites is key when communicating with them and converting them from ‘browser’ to ‘customer’.
Gathering data from the online channel has traditionally been seen as a complex, technical task, often involving armies of developers to code ‘business logic’ into web pages via ‘tags’. This approach has proven very costly (and error prone) to implement with long deployment cycles leading to marginal business benefits.
The latest generation of solutions overcome these issues by automating the capture and allowing the business to extract the ‘meaning’ from a customer’s journey and thereby open the door to major improvements in efficiency, profitability and growth.
Once you have this online channel data, and a detailed view of your customer’s interactions with, and experience of, your business you can start to drive effective personalization, marketing, BI, CRM, pricing optimization and anti-fraud applications across the enterprise.
So Harness The Torrent of data from the online channel and you will have a corporate asset you can sweat to drive ever-increasing levels of ROI.
Using the MDX Editor in SAS Enterprise Guide
Video tutorial on how to create a SAS Process that exploits data out of an OLAP cube without have to write MDX code from scratch using the MDX editor.
Bridging the IT-Marketing Gap: Learn To Speak The Lingo
This is the third post in a series of tips about how to create analytics around your customer behavior.
As with any discipline, Marketing has its own language which it makes sense to get to grips with. Whether that’s ‘RFM scores’, ‘Propensity Modeling’, ‘Best Next Action’ or ‘CPM’.
Obviously there are vast tracts of information on the InterWeb which will help you – but our personal recommendation would be to pick up a copy of Jim Novo’s Drilling Down – turning customer data into profits with a spreadsheet’ – see http://www.jimnovo.com
Jim is one of a rare breed – a marketing man who understands how to wield a Terabyte of data to good effect. His web site will provide all the explanations you need and his book is chock-full of usable information. What is more, hit on your CMO with discussions of ‘trigger-based marketing’, ‘RFM scores’ and ‘Customer life cycles’ and she (or he) won’t fail to be impressed!
Getting KPIs The Easy Way in SAS Enterprise Guide
Video tutorial on how to create KPI Dashboards using SAS Enterprise Guide
Bridging the IT-Marketing Gap: Understand Your Customer
This post is second in a series of tips about how to create analytics around your customer behavior.
The emergence of ‘CRM systems’ in the early part of the decade signaled a transition to ‘customerorientation’ in businesses. These early systems tended to try to put the focus on the ‘M’ in CRM, aiming to help businesses better MANAGE their customers.
With the emergence of customer power through the social networking revolution and comparison sites, there are few businesses today that still believe they are in a position to ‘manage their customers’.
Instead we all now understand that it is our job to be ‘relevant’ to our customers – leading to the modern marketing mantra of ‘right message, right customer, right time’.
While it might appear obvious, we need to recognize that you can only be relevant to the customer if you understand them – understand them as an individual, with objectives, interests, preferences, likes and dislikes … and note that individuals needs change over time, and their opinion of your business (when considered en masse) will make or break your company!
So today the CRM systems we need are much more focused on the ‘C’ aspects of the acronym and the ‘relationship’ part might be better cast as ‘relevance’…
This means that today we need to build and deliver Customer Relevance Management systems; and if these are to function at all then they need one thing – reliable, accurate, detailed, data on customers!
This focus on customer needs to embrace the idea that customers are individuals, and organize data in ‘customer structures’, record ‘customer events’, allow the marketing and business functions to use their business intelligence (BI) systems to extract the insight and understanding to allow the business to identify how to be relevant and when they should say what to whom!
Creating a Dynamically Listed Prompt for Web Report Studio
Video tutorial on how to create a dynamically populated, prompted filter in SAS Web Report Studio.
