To step ahead of competitors, companies must analyse customer data with speed, proficiency and accuracy.

SAS supposedly understands this demand on marketers, and has been cited in The Forrester Wave: Customer Analytics Solutions, Q2 2018, for its “broad range of best-in-class analytics.”

The report recognises SAS as a leader, earning top marks in both the Strategy and Market Presence categories.

SAS global director Wilson Raj says, “Sheer complexity and volume of customer data require analytics that goes beyond traditional reporting to predicting customer intent and behaviour at the moment of engagement.

“Customer analytics will optimise a brand's customer experience management activities and enable marketing leaders to drive growth strategies and generate revenue.

Customer analytics solutions allow companies access to data-derived insights through remarkable technology, customisable to the needs of the business.

Marketing decisions can be made quickly, without the need for additional support from IT or data scientists. 

SAS Customer Intelligence maximises automation by embedding advanced analytics such as machine learning across the platform, allowing users to identify, track, serve and retain customers, even when they're on multiple devices.

The report states, “Functionally, SAS impresses with differentiated capabilities, such as multivariate testing to determine optimal content variants and algorithmically driven cross-channel attribution.

Strategically, SAS has also adapted to changes in the industry around open source technologies by “positioning itself as the connective tissue enabling intelligence across the enterprise,” the report notes.

Through innovative software and services, SAS supposedly empowers customers around the world to transform data into intelligence.