Your brand is customer journey obsessed, and every interaction with your company provides a potential opportunity to make an intelligent decision, deepen engagement and meet conversion goals. However…is all AI built the same? What do we actually want AI to achieve? It will vary from brand to brand. Ultimately, we're all trying to improve and progress, which means we're measuring our performance in accordance with a variety of metrics.

Suneel Grover is an Advisory Solutions Architect supporting digital intelligence, marketing analytics and multi-channel marketing at SAS. By providing client-facing services for SAS in the areas of predictive analytics, digital analytics, visualization and data-driven integrated marketing, Grover provides technical consulting support in industry verticals such as media, entertainment, hospitality, communications, financial services and sports. In addition to his role at SAS, Grover is an professorial lecturer at The George Washington University (GWU) in Washington DC, teaching in the Masters of Science in Business Analytics graduate program within the School of Business and Decision Science. Grover has a MBA in Marketing Research & Decision Science from The George Washington University (GWU), and a MS in Integrated Marketing Analytics from New York University (NYU).

Home » technology » SAS named a Leader in Gartner's Magic Quadrant 2019 SAS believes its market advantage is confirmed by Gartner's evaluation of SAS Customer Intelligence 360, a comprehensive multichannel marketing solution grounded in AI and machine learning processes. The solution's advanced analytics functionality enables customer-level data and analysis, as well as predictive analytics, journey analytics and customer profile management. SAS Customer Intelligence 360 helps marketers exploit digital and offline data with practical self-learning AI applications and guided analytics for successful campaign orchestration. Gartner says that Leaders "consistently do considerably better in overall multichannel marketing performance for basic and advanced campaigns, and for integration with digital marketing. They have high market visibility, high market penetration, strong market momentum and a strategic vision for growing the multichannel marketing hub business."

A while ago Angela Lipscomb from SAS got in touch with me to get me introduced to SAS's concept of a Customer Decision Hub. Their Customer Decision Hub is a solution concept that shall allow organizations to derive insights and to trigger actions from interactions with external parties, like customers based upon rules and the derived insights. At the same time standard communications can get suppressed based upon the same set of rules. In other words, the Customer Decision Hub fosters customer engagement based upon inbound signals that get analyzed and processed through the organization. Why is this remarkable, I hear you asking?