Deploy offers and activate segments in real time across channels
Once a segment is built, how quickly can marketers activate it across different channels with SAS Customer Intelligence 360?
Shaun Memon: One of the core strengths of SAS Customer Intelligence 360 is that once a segment is defined, it’s immediately ready for activation – no exports, manual processes or downstream dependencies required. Marketers can use that segment right away to trigger experiences across native channels like email, SMS, mobile push and web.
Beyond natively supported channels, SAS Customer Intelligence 360 enables real-time segment activation across any channel platforms via API integrations – allowing marketers to bridge digital and physical touch points from a single interface. Examples include social media ads, in-store point-of-sale systems, call center systems, kiosks and advertising networks (such as LiveRamp, The Trade Desk, Meta and Google). Whether targeting online or offline, activation is centralized and easy – helping marketers maintain alignment across every customer interaction.
For example, if you create a segment for customers eligible for a membership renewal offer, you can immediately set up a web task to personalize the hero banner for users in that segment. You can also trigger a mobile push or email to that same group without leaving the platform or relying on external integrations.
This tight integration between segmentation and activation means marketers can move from insight to execution in minutes, enabling true omnichannel orchestration with minimal overhead.
How does SAS Customer Intelligence 360 ensure consistency of offers and messages across inbound and outbound channels?
Memon: The solution is underpinned by a unified data model that powers both inbound and outbound engagement. Audiences, offers, eligibility rules and segmentation logic are defined once and reused across channels like email, SMS, mobile app, web, call center and POS. Marketers apply these rules through a simple task-based UI, tailoring creative for each channel while keeping the decision logic consistent. The same segmentation logic and eligibility criteria used for outbound email can be used to personalize a web experience or trigger a push notification in real time.
This means marketers don’t have to duplicate work or worry about inconsistencies across systems. Teams avoid duplication and handoffs, and customers get a consistent experience with clear, comparable measurements across touch points.
What makes the SAS Customer Intelligence 360 connector framework so powerful for cross-channel marketing?
Memon: Customer contexts can span both the physical and digital worlds simultaneously, living in what we often refer to as the “phygital” world. Marketers need a customer experience platform that makes it easy for them to build and activate seamless experiences across the phygital realm.
Regardless of the channel systems being used, the SAS Customer Intelligence 360 connector framework lets marketers deliver consistent experiences across all channels.
The solution pushes campaigns to external platforms and ingests events back to drive omnichannel journeys. After a one-time configuration, these connections are reusable and operable by marketing without additional lift from IT or outside vendors.
This flexibility removes integration work from campaign timelines and keeps activation centralized, so cross-channel engagement scales with less effort and greater consistency.
How can marketers use the metadata and analytics capabilities of SAS Customer Intelligence 360 to improve campaign performance?
Memon: The solution’s core features a unified data model (UDM) that underpins all aspects of campaign execution, including segments, tasks and messages across online and offline channels. This shared model gives marketers a complete view of customer interactions and campaign performance without the need to stitch data together manually.
SAS Customer Intelligence 360 allows marketers to define custom metadata across different levels of the marketing hierarchy – campaigns, tasks, offers, creatives and segments. These metadata fields can capture business context like offer type, campaign purpose or audience strategy. That information is then automatically tied to each contact and response, enabling powerful downstream reporting and analysis.
Because this data is all captured within the software’s shared model, it can feed directly into automated dashboards, insights reporting and even model training. Marketers can answer critical questions: Which offers are resonating with which segments? What’s driving lift? How does creative performance vary by channel? And they can do all this consistently, at scale and in near-real time.
How can marketers learn more about segment creation and real-time, cross-channel activation?
- Build a segment from live data.
- Apply it to inbound personalization.
- Activate it across channels from a single interface.
- Place it into a journey and walk through orchestration.
- Review downstream reporting to connect actions to results.
Looking for more information about the challenges and opportunities marketers face on their modernization journey?
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