Hi, I'm Michele Eggers, Senior Director of the SAS Customer
Intelligence product line.
SAS Customer Intelligence is a place
to get digital marketing insights and act on them.
It includes two modules--
360 Discover for insights and 360 Engage.
This demonstration will focus on 360 Engage.
In this demonstration, we'll see how 360 Engage focuses
on interactions.
It enables marketers to build interactive digital journeys
on web, mobile, and email channels.
Using the insights gained from 360 Discover,
as well as other market leading analytical capabilities of SAS,
360 Engage supplies the best recommendations and insights
to make your marketing efforts more successful.
For prospects, 360 Engage can manage the digital interaction
all the way through the sales funnel.
For existing customers, 360 Engage
can combine insights gained with offline data
to drive customer decisioning.
Put simply, with 360 Engage you can test, target, and optimize
digital customer journeys.
Today, we will be acting as a marketer
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.
Let's start by looking at our spots, or the place
on our website where we are delivering personalized offers
and content.
I would like to utilize information
to determine where on the page, we should serve new content.
Here are our spots.
Now let's take a look at the small right spot.
360 will show me on the page where
that content will be delivered.
I can then take a look at that spot performance over time.
This shows me that this spot gets up to 800 unique visitors
per hour.
Let's look at another spot.
I see that it receives under 100 unique visitors per hour.
Given the higher traffic on the first spot,
let's focus on that first one.
This spot is set up to rotate between two different creatives
as default content.
As you can see on the menu, there
are a number of areas that are necessary to serve
content and run campaigns.
We are not going to look at all of these today,
but here's a high-level description
of some of the key ones.
Assets-- that's the content that you want to show audiences.
Messages-- those are the offers that you
want to make to audiences, which incorporate those assets.
Spots-- where you deliver offers on the page.
Tasks-- the channel-specific information
to deliver content to an audience.
And activities-- coordinated series
of tasks that are designed to meet the goals of a customer
journey.
Now for demo purposes, we're going
to use this SAS for Finance website, which simulates some
of the features of a typical customer-facing financial
services website.
Taking a look at the page, we're serving default content
in the right spot, as I demonstrated earlier.
However, if we navigate to the credit card page,
and then return to the home page,
you can see that that lower, right-hand spot content
has changed.
That's because I added targeting criteria and A/B testing
to change the content for visitors who navigated
to the credit card page, showing an interest in the credit card.
So how do we do that?
Well, with 360 Engage you can create different tasks
to support the appropriate channel
and testing needs across your web, mobile and email efforts.
Let's look at the web content targeting and A/B testing I've
set up.
You can see that an A/B test is currently active,
and we've set up five different variants
and assigned them a distribution percentage.
I also have the option to take advantage
of a multi-armed bandit self-learning algorithm
to adjust the A/B testing allocations based
on the dynamic performance of the test.
This gets you to your winners quicker,
driving more value to the organization.
Additionally, this journey is targeted to a subset of users.
In this case, only visitors that have viewed the credit card
page and returned to the home page
will see credit card-related content
in the lower, right-hand spot.
As we collect responses to our test,
we can start to visualize the results of this task.
In this case, we can see the lift of each variant.
We can use this to adjust our offers and approach
to that spot later today.
Finally, as mentioned earlier, this
is all part of a larger activity, or journey,
that we have planned for customers.
Based on the response to that web task, which
might be a conversion goal or a different click,
you can set a different follow-up tasks
set to communicate with the customer, in this example,
on a mobile channel.
Customer behavior can be complex,
and customers are interacting with your brand
across multiple channels.
That's why we built in guided analytics
to help you engage your customers with confidence
whether it's segment discovery, profiling, or product
recommendation capabilities.
As you've seen, 360 Engage allows
you to serve content on multiple channels
while leveraging SAS analytics.
Marketers can directly test, target, and optimize
these digital customer experiences.
If you haven't already, I recommend
you check out the 360 Discover demo video
to understand how to gather and analyze online data,
and incorporate additional offline data
to have a full 360-degree view of your customers.
I'm Michele Eggers.
Thanks for joining me.