Customer Relationship Building & Management
Instead of focusing on the traditional four P's of marketing (product, price, promotion, and placement), marketers need to re-focus their efforts on achieving customer-centric growth in order to improve their marketing performance and be more accountable.
Breaking down internal silos, connecting marketing performance to business revenue, and focusing on building long-term relationships with consumers are some of they keys necessary to maintaining marketing's relevance in the current digital environment.
This white paper from SAS explores best practices and lessons learned that relate to driving profitable growth through deployment strategies, organizational structure and culture, and measurement.
The technologies available to marketers today have evolved from personal productivity tools and basic search to customer-oriented data warehouses and advanced analytics, as well as other tools developed specifically for marketers.
This white paper from SAS discusses the major issues facing markers today as they attempt to help drive profitable growth at their organizations.
In order for marketers to effect change and remain relevant in their organizations, they must be able to tie marketing to financial results.
This white paper from SAS outlines a five-step process for turning data into real profits.
SAS defines customer lifetime value as "the net present value of cash flows (past and future) attributed to a customer, household, or segment for a designated time period." Identifying these customers shows marketers which consumers will offer the highest value in the future and identifies top prospects.
Vail Resorts uses relationship marketing to deliver unique, personalized experiences for its guests.
Technology has evolved to the point today where it can now help marketers manage real-time campaigns, engage in conversations with consumers, and measure the impact of marketing activities.
The unstructured data that is created out of human interactions can help marketers improve their business strategies, if it is captured.
The Power of Personalizing the Customer Experience: Creating a Relevant Customer Experience from Real-Time, Cross-Channel Interaction
Real-time marketing allows marketers to provide consumers with timely, relevant offers, as well as respond to concerns and issues rapidly.
Featuring examples from Oberweis Dairy, this white paper from SAS explores how analytics can be used to promote cross-channel behaviors, improve customer service, and increase customer retention.
This white paper from SAS shares five steps for improving customer loyalty through marketing analytics.
This Harvard Business Review article, sponsored by SAS, posits that many top executives fail to realize that just having big data doesn't automatically lead to better results.
About.com surveyed 1,500 consumers to learn more about how brand trust impacts their purchase decisions.
Do consumers care if the companies they buy products and services from are socially responsible? The models that companies adopt for their corporate social responsibility efforts continue toe evolve, but what impact do the varied strategies have on consumer sentiment?
Reap the rewards of dynamic advertising — it’s what consumers crave. The personalization of mobile devices demands a response from advertisers.
Carie Whalen, digital solutions manager, and Dave Bilbrough, digital solution architect at SAS, discussed the importance of capturing, interpreting, and leveraging digital data.
In this webinar, Carie Whalen, digital solutions manager, and Dave Bilbrough, digital solution architect at SAS, discussed the importance of capturing, interpreting, and leveraging digital data.