Data and AI organization, SAS, has recently announced SAS 360 Marketing AI, a solution designed to help marketers build, deploy, and scale machine learning models.
SAS 360 Marketing AI utilizes guided workflows and customizable recipe templates for common marketing uses to move from data to decision at speed.
SAS 360 Marketing AI targets marketing data workflows
For marketers, the solution prepares and assesses data quality through automated workflows, trains machine learning models with guided, explainable steps, and generates and activates scores directly in customer journeys.
It also helps monitor performance and automatically retrain models.
More features of the solution include:
- Automation of data preparation, engineering, and model training.
- Shortens time to deployment.
- Identifies customers most likely to convert.
- Detects and prevents churn.
- Expands into next-best offer, cross-sell, CLTV, and segmentation.
- Features customizable recipe templates for common marketing uses.
“Marketers don’t lack data – they lack the ability to act on it at speed,” said Mike Blanchard, Head of Customer Intelligence Solutions at SAS. “SAS 360 Marketing AI removes the barriers between insight and execution, giving teams the tools to operationalize AI where it matters most: real customer decisions.”
SAS emphasizes governance, monitoring, and bias mitigation
According to SAS, the solution helps train models using data where it already resides, reducing costly data movement and preparation.
It provides full visibility into data inputs and outcomes, built-in bias detection and mitigation, and automated monitoring and governance.
“For the longest time, ownership of analytical intelligence has lived outside of marketing,” said Roger Beharry Lall, Research Director at IDC. “As such, this predictive intelligence was hard to procure, often being costly, complex, and time-consuming. Offerings like SAS 360 Marketing AI solution help democratize the skills, knowledge, and trust needed to put predictive AI in the hands of marketers.”
Customer Intelligence 360 ecosystem supports personalization
Further, the SAS 360 Marketing AI streamlines the model development process to enable teams to:
- Shorten insight to action time.
- Increase marketing ROI through targeted interventions.
- Improve customer experience with more relevant and timely engagement.
Additionally, the solution can be deployed as a standalone modeling and scoring engine – or as part of the SAS Customer Intelligence 360 ecosystem – to enhance journey orchestration, decisioning, and personalization.