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SAS Transforms Traditional Customer Data Platform Capabilities

Customer Data

Organise where you store your data; SAS shortens time-to-market for data activation and client interaction.

ABOUT SAS INNOVATE Traditional customer data platforms (CDPs) and marketing clouds help marketers overcome many of the issues associated with simplifying consumer data. The necessity to “lift and shift” all data into the CDP or marketing cloud is the largest problem that CDPs and marketing clouds face. Marketers now have complete access to the cloud data source thanks to a recent update to SAS Customer Intelligence 360, preventing needless, costly, and dangerous data migration.

The new improvement reduces complexity and controls time-to-market for client engagement and data activation from diverse sources.

“The most innovative brands in today’s fast-paced digital world are focusing on improving the speed of data collection and analysis in order to enable faster, more effective data-driven decisions”, “Many brands find the cost and complexity of supporting data-driven decisioning at enterprise scale to be exorbitant due to the data movement and compute costs. Today, SAS is obviating the need for massive data movements and providing more efficient compute algorithms. Not having to move massive datasets into a CDP or marketing cloud results in lower cost, stronger privacy controls; and faster, more effective decisioning, which accelerates revenue.”

Gerry Murray, Research Director, Enterprise Marketing Technology analyst, IDC

Some of SAS Customer Intelligence 360’s key new features include:

Without assistance from IT, marketers can quickly establish target audiences and the accompanying customer qualities, import them into SAS Customer Intelligence 360, and begin personalising and acting on the data. There is no need for extensive analytical or SQL abilities.

The most recent data is used in all audience communications thanks to seamless aggregation and activation of first-party data sources, which boosts marketing effectiveness and results.


Because IT is not required to choose and transport the data from cloud-based data sources into SAS Customer Intelligence 360, the time to market for journey building is greatly reduced. Marketers can rapidly and effectively deliver the distinctive experiences their customers expect by activating data from cloud-based data sources directly inside SAS Customer Intelligence 360 and utilising the embedded customer data platform capabilities.

Real-time streaming of the digital data gathered by SAS Customer Intelligence 360 into the cloud-based data source allows for integration with pre-existing customer data and allows for real-time analysis, visualisation, and consumption for the marketing division and beyond. Along with the outcomes of the SAS Customer Intelligence 360 identity resolution, which includes linking of known and anonymous identities and synchronising of online and off-line data, this data includes granular contextualised customer-level information on user behaviour from first-party digital properties, including pages, screens, field interactions, and user defined digital events.


It’s not necessary to “lift and shift” all the data into a marketing cloud or CDP in order to use it, unlike traditional CDPs. Marketers only access the data they intend to use at the time they intend to use it. This enables businesses to take advantage of their current data infrastructures and reduce the cost of data transportation.

Being able to manage the movement of personally identifiable information—bringing only the data required for personalization into SAS Customer Intelligence 360 and keeping it there only as long as necessary to complete the personalization and activation—significantly improves privacy and compliance.

“Marketers today face an incredibly complex set of challenges – a burgeoning MarTech environment, strong demand from customers for relevant and timely communications, and a growing set of privacy regulations”, “SAS’ objective is to reduce complexity while still helping marketers provide the great experiences their customers expect. This new enhancement to SAS Customer Intelligence 360 provides direct cloud data integrations and powerful new audience targeting and management capabilities to help marketers effectively define and manage audiences, simplify audience and segment creation, speed time-to-market for customer engagement, and facilitate privacy compliance while lowering data storage and movement costs. This complements the existing market-leading advanced segmentation capabilities that SAS provides.”

Mike Blanchard, Vice President, SAS Customer Intelligence

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