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Evaluating Your Marketing Technology with SAS's New Tool

In an era where digital marketing is evolving at an unprecedented pace, brands are discovering that having just a functional marketing technology stack is no longer sufficient. They require systems that are agile, intelligent, and scalable to keep up with rapid changes and increasing consumer expectations. Recognizing this need, SAS has introduced an innovative self-assessment tool designed to help marketers evaluate and enhance their MarTech (marketing technology) stacks effectively.

What the Tool Offers

The new SAS self-assessment tool allows organizations to assess their current marketing technologies through an interactive online platform. Users receive a personalized report that categorizes them into one of five maturity levels based on their existing MarTech capabilities. This process not only highlights their current standing but also provides seven strategic recommendations tailored to improve their marketing strategies and infrastructures.

Key Features:

1. Comprehensive Evaluation: Brands can assess how well their MarTech stack supports business outcomes, allowing for in-depth insights into their operational effectiveness.
2. Gap Identification: The tool helps identify critical gaps in integration, data readiness, customer experience, and overall agility that could hinder a brand's marketing efforts.
3. Actionable Recommendations: Users are empowered to take steps needed to future-proof their marketing technology strategies, equipping them to thrive in an ever-changing environment.

Real-World Applications

Organizations are already applying insights gained from the tool. For instance, The Nature Conservancy has reported significant achievements by leveraging the SAS Customer Intelligence 360 platform. According to Jonathan Moran, Head of MarTech Solutions Marketing at SAS, the organization has managed to achieve a 30% increase in year-over-year giving, 10% improvement in donor retention, and doubled the contributions from their top donors. Notably, they have also started utilizing the generative AI capabilities of SAS for generating synthetic data and enhancing the accuracy of their donor identification models.

Embracing Future-Proof Solutions

This trend underlines a broader movement where brands are moving beyond mere campaign execution to adopting sophisticated marketing solutions that promote efficiency, scalability, and automation—features that were hard to come by previously. SAS Customer Intelligence 360 is positioned as a strong ally in this transformative journey, enabling brands to align their marketing investments with positive customer experiences and improved revenue outcomes.

Industry Recognition

SAS's commitment to innovation and customer analytics has not gone unnoticed. The Forrester Wave™ Cross-Channel Marketing Hubs, Q4 2024, identified SAS as the premier choice for enterprises that demand advanced customer analytics, whether as a complete solution or as part of a more extensive ecosystem that includes other orchestration tools.

Conclusion

In a marketplace where technology and consumer preferences are shifting rapidly, tools like the SAS self-assessment tool are essential. They not only help businesses understand their current capabilities but also guide them toward strategic improvements. As organizations continue to adapt to new marketing landscapes, the importance of modern, agile marketing technology stacks can’t be overstated. SAS is at the forefront of this evolution, empowering brands to harness data and analytics for informed decision-making and enhanced operational efficiency.

Whether it's through enhanced customer interactions or more effective marketing strategies, SAS is leading the charge for brands looking to elevate their marketing game to the next level.