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Company Confidential - For Internal Use Only
Copyright © 2016, SAS Insti tute Inc. Al l r ights reserved.
SAS® Customer Intelligence @ JuleFANS 2016Kristoffer Kalbekken, Head of Nordic CI Practice
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Discover Engage
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Cloud based software as a service
Digital data hub & ecosystem
Orchestrate digital customer journey
Analytical helpers
Digital Marketing
Hub
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Digital data model
Dynamic data capture
Visual exploration & reporting
Digital orchestration & execution
Standalone or hybrid deployment
Embedded analytics
Digital Marketing
Hub
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Page load Click Served HTML Form field Watch video
Research online
Find a branch
Read blog post
Check on order
Customers
Visitors
Sessions
Interactions
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Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
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A small tease…
(demonstration)
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CONFIDENTIAL • DO NOT DISCLOSECompany Confidential - For Internal Use Only
Copyright © 2015, SAS Insti tute Inc. Al l r ights reserved.
Guiding principles SAS® 360 Discover
• Customer-centric data model
• Business-relevant subject area
• Easy-to-use configuration interface
• End-to-end process from data collection to analysis
• Online data accessible where the analytics is happening
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Overview 360 Discover
Download
incremental data
Integration
Maintain Collection
& Normalization
rules
• Hybrid model allowing customer
data to be stored on premise or in
a Private Cloud and integrated
with offline data
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SAS® Customer Intelligence 360
INTEGRATE
UNDERSTAND
TARGET
ENGAGE
Conceptual Architecture
UNDERSTAND
ENGAGE
TARGET
Optimal Personalized
Online Experience
Multi-channel
communication
Explore, Analyse,
Model and Reports
Enhance your Data
WarehouseBuild an
On-premise
Detailed Data
Store
Collect all
behavioural
interactions
INTEGRATE
Real-time
Triggering &
Personalisation
Transform
interactions
into
Contextual
Insights
Customer
visits Digital
Channel
Copyr i g ht © 2012, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
SAS® Customer Intelligence 360
INTEGRATE
UNDERSTAND
TARGET
ENGAGE
Conceptual Architecture
UNDERSTAND
ENGAGE
TARGET
Optimal Personalized
Online Experience
Multi-channel
communication
Explore, Analyse,
Model and Reports
Enhance your Data
WarehouseBuild an
On-premise
Detailed Data
Store
Collect all
behavioural
interactions
INTEGRATE
Real-time
Triggering &
Personalisation
Transform
interactions
into
Contextual
Insights
Customer
visits Digital
Channel
16 Company Confidential - For Internal Use Only
Copyright © 2015, SAS Insti tute Inc. Al l r ights reserved.
Collect Interactions From Websites
Collection at the browser by adding one insert, that never
changes, to each page of your site:
<script id="ob-script-async" type="text/javascript"
src=“https://execution-ci360.sas.com/t/s/s/[account-id]">
Events collected by default (mobile and desktop browser) Page loaded / unloaded
Link clicks
Form Field interactions
Form submitted
Media played
Automatic collection of ALL activity (Identifiable or
Anonymous)
Single line of code
No in-page tagging
Post-collection
normalization
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Collect Interactions From Mobile Apps
Gathers data whether the app is online or offline. Offline
data is sent back to SAS 360 Discover after the device
has connectivity.
Has built-in abilities to track geo-fences and beacons if
customer needs to support these.
Enables developers and marketers to create their own
customer events and to support built-in system events.
The SDK for SAS® 360 Discover is a supporting library
that enables you to add support for
event collection and ad displays to native mobile applications.
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Examples of Collected Behavioral InteractionsStep 1: Collection
Page TitleFull URL
Meta Data Tags
Client InformationReferrer
Page Content
<script id="ob-script-async" type="text/javascript" src="/js/ot_async.js" a=" [account-id]">
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Examples of Collected Behavioral InteractionsStep 1: Collection
Field
Interaction
Link Clicked
Form Submit
Captured when focus is
moved away from form
field
• Value
• Form ID and Name
• Field ID and Name
• Number of changes
• HREF (link location)
• Alt Text / Inner Text
• Link location in
page (DOM PATH
and CSS Selector
Path)
• Value
• Form ID and Name
• Field ID and Name
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Controlling Data Capture and CollectionStep 1: Collection
Copyr i g ht © 2012, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
SAS® Customer Intelligence 360
INTEGRATE
UNDERSTAND
TARGET
ENGAGE
Conceptual Architecture
UNDERSTAND
ENGAGE
TARGET
Optimal Personalized
Online Experience
Multi-channel
communication
Explore, Analyse,
Model and Reports
Enhance your Data
WarehouseBuild an
On-premise
Detailed Data
Store
Collect all
behavioural
interactions
INTEGRATE
Real-time
Triggering &
Personalisation
Transform
interactions
into
Contextual
Insights
Customer
visits Digital
Channel
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Transforming Data into InsightsInternal Search
Identify the Search Form Name
Identify criteria for the transformation to execute
Identify Field Name
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Transforming Data into InsightsInternal Search
Identify Search results turned based on next page Select results element Cleanse the data in the tool to only
provide the numeric rather than the full element “Results: 1 - 12 (of 484)”12 (of
484)
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Transforming Data into InsightsShopping Cart
Identify page for the transformation to execute
Define Cart Row and variables to collect
Select the row for the wizard to pick up all products in the cart,
Three in this case
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Transforming Data into InsightsShopping Cart
Select Product Name and all 3 cart products are selected
Select Product code
Select Cart level attributes like total price
Copyr i g ht © 2012, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
SAS® Customer Intelligence 360
INTEGRATE
UNDERSTAND
TARGET
ENGAGE
Conceptual Architecture
UNDERSTAND
ENGAGE
TARGET
Optimal Personalized
Online Experience
Multi-channel
communication
Explore, Analyse,
Model and Reports
Enhance your Data
WarehouseBuild an
On-premise
Detailed Data
Store
Collect all
behavioural
interactions
INTEGRATE
Real-time
Triggering &
Personalisation
Transform
interactions
into
Contextual
Insights
Customer
visits Digital
Channel
27 Company Confidential - For Internal Use Only
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49 Table Open Data Model Analyst dream
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Transformation Mapping
Online
Detailed
Data Store
3
Real-time
Session
State
Out of the
box VA
Reporting
Page Loads
1 2
TRANSFORMATION
• Transformation process maps events to online
data mart
COLLECTION
Clicks
Form Submits
Text Changes
Media Interactions
Page Element
Content Changes• Easy-to-use wizards to navigate the website.
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49 Table Open Data Model Analyst dreamSession FACT
BROWSER_DIM
SESSION _FACT
GEO_IP_DIM
PAGE_DIM
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49 Table Open Data Model Analyst dreamSession FACT Continued
SESSION_FACT ( Contd)
ORIGINATION_DIM
SEARCH_ENGINE_DIM SEARCH_TERM_DIM
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Data Model: Transformation to dataInternal Search
FORM_DETAIL
FORM_FIELD_DIM
SEARCH_RESULTS
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Data Model: Transformation to dataProduct View
DETAIL_X_PRODUCT
PRODUCT_DIM
MESSAGE_TXT_DIM
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Analytical Base Table Creation• Open, customer-centric data
model has been architected with
analytics and campaign usage in
mind
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Integrating Online Behavior Into SAS Campaign Management
Collect all
visitor
journeys
Detailed
Data Store
Normalized
Data Model
CRM
Product
Data Transactio
n DataCustomer
Data
....
Marketing
Campaigns
Campaign
Management
Information Map
Online
Customer Data
Online Activity
Data
SAS 360
Discover
Enhanced
Customer ViewWebsite behavior for all
sessions relating to a
CUSTOMER
Website behavior for all
sessions relating to a
VISITOR
Anonymous
Visitor View
Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
Discover Engage
Company Confidential - For Internal Use Only
Copyright © 2016, SAS Insti tute Inc. Al l r ights reserved.
Questions?Thanks you!