What does SAS® Customer Experience Targeting do?

SAS Customer Experience Targeting enables you to target and deliver offers to customers who have interacted with your organization via the Web. The solution captures the customer’s online behavior at a detailed level, combines that data with data from other channels, and delivers offers in an outbound batch style campaign execution mode.

Why is SAS® Customer Experience Targeting important?

SAS Customer Experience Targeting incorporates data from both online and offline channels to enable more precise targeting. In addition, the solution enables the re-targeting of customers who have demonstrated an interest in a product or service you offer, but not yet made a purchase.

For whom is SAS® Customer Experience Targeting designed?

SAS Customer Experience Targeting is designed for direct marketers at Web- based and multichannel organizations with a strategic investment in online initiatives.

SAS® Customer Experience Targeting

Target and re-target the right customers with the right offers

Customers’ expectations are higher than ever. For example, they expect the companies they do business with to know them and their preferences. They expect consistent communica-tions regardless of channel – online, on the phone, in the store, etc. And they expect the offers they get from you to be relevant to their interests and needs.

Unfortunately, many companies lack the ability to effectively target customers with relevant offers, and that can lead to abandonment, acquisition and churn problems. When customers don’t see the product or service they are after, they abandon. If the offers they get from an organization are not relevant to them, they will be much more difficult to acquire and retain. And failing to provide the customer with the end result they are after leads to lower overall customer satisfaction as well as lower loyalty rates.

SAS Customer Experience Targeting uses dynamic data collection to capture the complete online behavior of custom-ers at a detailed level – everything they saw, everything they did and everywhere they went – and combines it with offline customer data to provide a complete picture of the customer. This detailed customer insight is then used to create targeted, outbound offers.

Key Benefits

• Gainamorecompleteviewofthecustomer.Capture the complete online behavior of customers at a detailed level (their buying plans, significant life changes, etc.) and associate it with data from offline channels (e.g., promotional, demographic and purchase-based information) for a unified, multichannel view that gives you valuable insight into a customer’s needs.

• Turnbetterinsightsintobettermarketingperformance.Having a more complete, robust view of the customer enables you to gain a better understanding of what drives them to purchase – knowledge that you can use to develop and deliver more rel-evant offers.

• Enrichoutboundmarketingefforts.Dynamic data collection capabilities let you incorporate detailed digital data into your customer data repositories, creating a richer, more robust customer profile for use in your segmentation, scoring and campaign efforts.

• Targettherightcustomerswiththerightoffers.Combine the customer insights gleaned from digital data col-lection with your outbound marketing automation capabilities to ensure that you’re sending the right offers to the right customers.

• Strengthenonlineremarketingactivities.Collect detailed information on activities such as Web application termination, shopping cart abandon-ment and page navigation, and use that information to develop remar-keting activities, such as engaging consumers with an offer that is more detailed than those previously available.

FACT SHEET

Product Overview

Open Data Model

All online data is housed in an open, customer-centric data model that promotes further data exploration and analysis. Online data is logically structured within a predefined business context for easy integration with existing customer data, and nontechnical staff can produce ad hoc reports quickly.

Post-Data-Collection Contextualization

Prebuilt data transformations convert gathered data into information that can be analyzed and reported on at the customer level. Because the data can be put into its proper context, website administrators won’t have to spend time applying new tags every time there’s a change to the page design.

In addition, prebuilt data models enable immediate data analysis and report-ing, eliminating the burden on IT staff to design a complex data loading and reporting infrastructure.

Dynamic Data Collection

A single line of HTML is embedded within each Web page to automatically obtain page information – what the customer does and sees, the order and timing of elements loading on a page, the hovering of a mouse over a selec-tion, each keystroke in a form, etc. – and results can be realized within weeks or even days of implementation. This is in stark contrast to traditional Web analyt-ics solutions, which require extensive website modifications to collect data through techniques such as tagging.

Accuracy is ensured, and because there are no third-party issues to worry about, cookie blockers and firewalls pose no obstacles. To mitigate security concerns, privacy, security and data protection issues are rigorously man-aged, and sensitive data is encrypted using industry-standard techniques.

Anonymous Behavior Capture

Everyone who visits your website – whether identifiable or not – is treated as a customer, and behavior is recorded over time. When a visitor is identified, any previous anonymous behavior is assigned to that person automatically, resulting in a much richer profile than would otherwise be possible.

Remarketing Capabilities

With SAS Customer Experience Targeting, you can merge the digital data you capture with customers’ online attributes and combine that information with enhanced outbound campaigning capabilities to remarket to customers who have expressed an interest in your product or service, but have not yet made a purchase.

The activity that a consumer performs on a Web page can be captured and used as the basis for designing and executing an outbound marketing campaign.

Detailed digital data can be collected from any website — helping marketers translate end-user navigation into data insight for outbound marketing efforts.

By bringing together all this valuable customer data gleaned from aban-doned shopping carts, online searches, segment value scoring, recent visits, etc., you can target customers with more precision to generate higher response and conversion rates than you could ever achieve with standard promo-tional mailings.

A Strategic Upgrade Option

SAS Customer Experience Targeting is a great upgrade option for organiza-tions currently using SAS Marketing Automation or SAS Campaign Man-agement solutions. By combining the insights gleaned from digital data with your segmentation attributes, you can greatly enhance your outbound market-ing abilities.

Key Features

Open data model for integration of offline and online data• Storesdatainacustomer-centricopendatamodel.• Translatestechnicalonlinedataintobusiness-relevantinformation.• Integratestheonlinecustomerdatawithexistingcustomerdata.

Post-data-collection contextualization/business rules• Utilizesparameterizedbusinessrulestoallowforquickandeasyadjustmentswithwebsitechanges–evenretrospectively.

• Usescaptureddataimmediatelyforreportingandfurtherin-depthanalysis.

Dynamic data collection• UsesasinglelineofHTMLtoefficientlycollectalldatafromapage.• Capturesdataexactlyasitisseeninthebrowserwindow.• RecordsvirtuallyeveryactionhappeningonaWebpage.• Collectsdatawithasystemthatiscompatiblewithanytypeofwebsiteconfiguration.• Protectssensitivedatausingindustry-standardencryptiontechniques.

Decision support administration• Centrallyadministerusersandmanageaccesstoreportsanddata.• Setsecurityonindividualdataandreports.• Useasinglepointofcontrolforallbusinessdatadescriptions.• Defineauthenticationinfrastructure(host,LDAPorActiveDirectory).

A component of the SAS® Customer Intelligence suite• Easilycompatiblewithotherproductcategoriesinsidetheintegratedmarketingmanagementframework.Forexample,youcancombineSASCustomerExperienceTargetingwith:–Strategyandplanningsolutionstooptimizemarketingspendingpriortodeliveringmarketingoffers.

– Informationandanalyticssolutionstoensurethatyourtargetingeffortsareexecutedontopofthemostcompletecustomerdataprofiles.

– Orchestrationandinteractionsolutionstooptimizeyourinboundoffers.– Othercustomerexperiencesolutionstopullsocialinsightintothedeliveryoftargetedandpersonalizedoffers.

SAS® Customer Experience Targeting

To learn more about SAS Customer Experience Targeting system requirements and see other related material, visit sas.com/targeting.

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