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Copyright © 2016, SAS Insti tute Inc. Al l r ights reserved.

SAS® Customer Intelligence @ JuleFANS 2016Kristoffer Kalbekken, Head of Nordic CI Practice

Copyr i g ht © 2016, SAS Ins t i tu t e Inc . A l l r ights reser ve d .

Discover Engage


Cloud based software as a service

Digital data hub & ecosystem

Orchestrate digital customer journey

Analytical helpers

Digital Marketing

Hub


Digital data model

Dynamic data capture

Visual exploration & reporting

Digital orchestration & execution

Standalone or hybrid deployment

Embedded analytics

Digital Marketing

Hub


Page load Click Served HTML Form field Watch video

Research online

Find a branch

Read blog post

Check on order

Customers

Visitors

Sessions

Interactions


A small tease…

(demonstration)


CONFIDENTIAL • DO NOT DISCLOSECompany Confidential - For Internal Use Only


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

13 Company Confidential - For Internal Use Only


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


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



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



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.



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]">



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



Controlling Data Capture and CollectionStep 1: Collection



INTEGRATE

UNDERSTAND

TARGET

ENGAGE


UNDERSTAND

ENGAGE

TARGET


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



Transforming Data into InsightsInternal Search

Identify the Search Form Name

Identify criteria for the transformation to execute

Identify Field Name



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)



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



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



INTEGRATE

UNDERSTAND

TARGET

ENGAGE


UNDERSTAND

ENGAGE

TARGET


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



49 Table Open Data Model Analyst dream



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.



49 Table Open Data Model Analyst dreamSession FACT

BROWSER_DIM

SESSION _FACT

GEO_IP_DIM

PAGE_DIM



49 Table Open Data Model Analyst dreamSession FACT Continued

SESSION_FACT ( Contd)

ORIGINATION_DIM

SEARCH_ENGINE_DIM SEARCH_TERM_DIM



Data Model: Transformation to dataInternal Search

FORM_DETAIL

FORM_FIELD_DIM

SEARCH_RESULTS



Data Model: Transformation to dataProduct View

DETAIL_X_PRODUCT

PRODUCT_DIM

MESSAGE_TXT_DIM



Analytical Base Table Creation• Open, customer-centric data

model has been architected with

analytics and campaign usage in

mind



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


Discover Engage

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Questions?Thanks you!

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