SAS a Leader for real-time interaction management per independent research firm

SAS helps marketers make next-best-action offers; Earns near-perfect marks in evaluation's decision arbitration category

In the battle for customer loyalty, victorious marketers know that seconds matter.  SAS believes that new research backs up this statement, as SAS^® Customer Intelligence has been cited as a Leader in The Forrester Wave™: Real-Time Interaction Management, Q2 2017. According to the report, “SAS earned near-perfect marks in this evaluation’s ‘decision arbitration’ category for predictive and real-time analytics, AI, and offer optimization.”

Decision arbitration involves marketers using predictive analytics to better understand their customers in real-time and take the best marketing action or make the most relevant offer. Customer loyalty can often hinge on just a few seconds. A personalized text that includes a coupon just a customer enters the store is a customer-experience win for the brand. Real-time decision articulation makes that win possible.

“With every interaction, the bar is high for brands to exceed customer expectations,” said Wilson Raj, Global Director of Customer Intelligence at SAS. “To win customers and earn loyalty, marketing is headed towards being on-demand while also being relevant – responding to customers at the moment they’re needed with pin-point accuracy. In our view, SAS’ positioning as a leader in this report reinforces our commitment to investing in technologies to radically personalize the customer experience – particularly with SAS Customer Intelligence 360 and SAS Intelligent Decisioning.”

Real-time interaction management (RTIM) is a rapidly growing area of marketing technology that helps brands create a personalized experience necessary to retain customers, regardless of their point of interaction. Per Forrester: “RTIM depends on sophisticated decision engines that can integrate customer data, content, and channels to orchestrate two-way, interactive customer experiences.” Powered by automated analytics, decision logic and contact strategies, SAS Intelligent Decisioning is part of the SAS Customer Intelligence family of software. It helps marketers deliver relevant and timely offers via a customer’s preferred channel, such as mobile or email.

In addition to the near-perfect score for decision arbitration, SAS Customer Intelligence ranked highest among all reviewed vendors in both the “Current Offering” and “Strategy” categories of the report.