SAS Named a Leader in 2022 Gartner Magic Quadrant for Multi-Channel Marketing Platforms

According to Gartner, “The Multichannel Marketing Hub (MMH) [is] a technology that orchestrates a company’s communications and offerings with customer segments across multiple channels. These include websites, mobile, social media, direct mail, call centers, paid media, and email. MMH’s capabilities can also extend to integrating marketing offers/prospects with sales for execution in both B2B and B2C environments.”

“According to market research firm Insider Intelligence, the U.S. digital advertising market alone will exceed 300 billion dollars by 2025,” said Jonathan Moron, Head of MarTech Solutions Marketing at SAS. “With this acceleration in spending and the rapid fusion of marketing and advertising technologies, customer data platforms integrated directly into multi-channel marketing centers that can access a myriad of owned and partner data sources will be essential for marketers globally.”

Integration of in-depth customer insights for ultimate campaign forecasting

In any modern marketing ecosystem, a customer journey can go through online and print advertising, website visits and direct mail, newsletters, reviews, ratings, PR placements and much more. SAS experts believe that CDPs that juxtapose deep customer insights with customer experience against allocated marketing spend will give organizations a huge competitive advantage.

SAS methods for providing customer journey enablement include the following:

  • A complete omnichannel customer engagement suite powered by a real-time decision engine, AI and analytics
  • Modular and flexible deployment options that build workflows, campaigns, and journeys on a single interface
  • Built-in AI support for optimized testing and recommendations that maximize marketing investment

Additionally, SAS Customer Intelligence 360 ​​is calibrated with the knowledge that this insight will ultimately be based on first-party data as a result of data deprecation.

“Marketers need a CDP that can track the customer journey from multiple touchpoints and multiple channels, while prioritizing first-party data inside and outside the cloud,” Moran added. “Now we can integrate channel-specific campaigns into a broader customer journey to create consistent, compelling customer experiences that usher prospects into the sales funnel. We believe our advanced integration makes marketers more efficient, more efficient and ready for the post-data-impairment future.”

For more analysts’ views or to learn more about SAS Customer Intelligence 360, visit https://www.sas.com/en_us/solutions/customer-intelligence.html.

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