I'm Michelle Eggers, Senior Director of the SAS Customer
Intelligence product line.
SAS Customer Intelligence 360 is a place
to get digital marketing insights and act on them.
It includes two modules, 360 Discover, and 360 Engage,
for interactions.
In this demonstration, we will see
how 360 Discover focuses on insight,
capturing detailed information about every visitor interaction
with your brand, both customers and prospects.
What they search for, what they see, what they experience.
Today, we'll be acting as a marketer, or a business
analyst, at a financial services company.
Let's take a look.
As the marketer logs in to Customer Intelligence 360,
they have all of their tools at their fingertips.
The same interface supports both 360 Discover and 360 Engage.
Today we're going to start with the data collection process.
We want to ensure the website is properly tagged
to collect customer data.
These first steps are ones that a website administrator would
likely be doing to support the environment,
so that the business can effectively
analyze their customers.
Data collection is controlled globally by a simple collection
server configuration.
This way, personally identifiable information,
or PII, and privacy regulations can
be enforced centrally without dependencies
on developers or technology.
Collection at the browser is accomplished
by adding one JavaScript insert to the website that
never changes.
As you can see in the data collection control,
you can modify which events are collected
by default on mobile and desktop browsers,
including event types like form submitted, media played,
form field interactions, link clicks, etc.
This gives you control whether data is collected
for each of these event types.
This is important, especially given PII considerations.
This will allow you to manage centrally
what you do and do not capture.
Now that we've tagged our site and set our data collection
control, let's watch what happens when a user interacts
with our digital property.
Now for demo purposes, we'll be using
this SAS for Finance website, which
simulates some of the features of a typical customer-facing
financial services site.
This simulator on the left shows you what pieces of information
are being captured throughout this customer session.
You can see that activity is being captured by the system
as they navigate the site.
For example, you can see on the left, how they viewed
the page for savings accounts.
All of the data captured is reflected as part
of the individual journey.
Now that I've collected the data,
you'll want to transform it into meaningful metrics that matter
to you in your organization.
You can see some of the configuration types
to choose from.
Now remember, it's not enough to have captured all that data.
Finding a way to classify it into meaningful business
metrics is key to driving value.
Now let's go ahead and switch gears,
and see some of those insights that a marketer or business
analyst can gain.
With 360 Discover, you can visualize, explore, and analyze
the data using SAS's leading analytical capabilities.
Marketers gain insights by viewing analyses, including
customer segmentation, digital traffic
by source, decision tree analysis, and pathing analysis,
to name a few.
In addition to the digital data, you
can easily combine the online data
you have gathered with a broader set of customer data
to get a more complete view of your customers
and their behavior.
That's where the real value comes in,
when you can see an omnichannel picture of your customers.
To illustrate, you can do things like overlay visitor product
interest with your customer segment view,
or use visualization to analyze the paths that customers
take through your website.
There are dozens of standard insights
that will jump-start you to finding the insights that drive
value to your organization.
As you've seen, SAS 360 Discover allows
you to gather and analyze online data,
and incorporate additional offline
data, to have a full 360 degree view of your customers.
It's geared towards value-driven insights, that help you engage
your customers with confidence.
If you found that interesting, I recommend you check out
the SAS 360 Engage demo video, to learn
how to test, target, and optimize your digital customer
experiences.
I'm Michelle Eggers, thanks for joining me.