SAS® Customer Intelligence @ JuleFANS 2016
Kristoffer Kalbekken, Head of Nordic CI Practice
Company Confidential - For Internal Use Only
Copyright © 2016, SAS Institute Inc. All rights reserved.
Discover
C op yr i g h t © 2 0 1 6 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Engage
C op yr i g h t © 2 0 1 6 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Digital
Marketing
Hub
Cloud based
software as a service
C op yr i g h t © 2 0 1 6 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Digital data hub &
ecosystem
Orchestrate digital
customer journey
Analytical
helpers
Dynamic data
capture
Digital
Marketing
Hub
Digital orchestration
& execution
Digital data
model
Standalone or
hybrid deployment
Visual exploration
& reporting
Embedded
analytics
C op yr i g h t © 2 0 1 6 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Customers
Visitors
Research
online
Find a
branch
Read blog
post
Sessions
Check on
order
Interactions
Page load
C op yr i g h t © 2 0 1 6 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Click
Served HTML
Form field
Watch video
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C op yr i g h t © 2 0 1 6 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
A small tease…
(demonstration)
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C op yr i g h t © 2 0 1 6 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
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
CONFIDENTIAL • DO NOT DISCLOSE
C op yr i g h t © 2 0 1 6 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Company Confidential - For Internal Use Only
Copyright © 2015, SAS Institute Inc. All rights reserved.
Overview 360 Discover
•
Maintain Collection
& Normalization
rules
Hybrid model allowing customer
data to be stored on premise or in
a Private Cloud and integrated
with offline data
Download
incremental data
Integration
13
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Copyright © 2015, SAS Institute Inc. All rights reserved.
Conceptual Architecture
SAS® Customer
Intelligence 360
Customer
visits Digital
Channel
Collect all
behavioural
interactions
INTEGRATE
UNDERSTAND
TARGET
ENGAGE
Transform
interactions
into
Contextual
Insights
Build an
On-premise
Detailed Data
Store
Real-time
Triggering &
Personalisation
C op yr i g h t © 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
INTEGRATE
Enhance your Data
Warehouse
UNDERSTAND
Explore, Analyse,
Model and Reports
TARGET
Multi-channel
communication
ENGAGE
Optimal Personalized
Online Experience
Conceptual Architecture
SAS® Customer
Intelligence 360
Customer
visits Digital
Channel
Collect all
behavioural
interactions
INTEGRATE
UNDERSTAND
TARGET
ENGAGE
Transform
interactions
into
Contextual
Insights
Build an
On-premise
Detailed Data
Store
Real-time
Triggering &
Personalisation
C op yr i g h t © 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
INTEGRATE
Enhance your Data
Warehouse
UNDERSTAND
Explore, Analyse,
Model and Reports
TARGET
Multi-channel
communication
ENGAGE
Optimal Personalized
Online Experience
Collect Interactions From Websites
Single line of code
No in-page tagging
Post-collection
normalization
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)
16
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Copyright © 2015, SAS Institute Inc. All rights reserved.
Collect Interactions From Mobile Apps
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.
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.
17
Company Confidential - For Internal Use Only
Copyright © 2015, SAS Institute Inc. All rights reserved.
Examples of Collected Behavioral Interactions
Step 1: Collection
Page Title
Full URL
Referrer
Client Information
Meta Data Tags
Page Content
<script id="ob-script-async" type="text/javascript" src="/js/ot_async.js" a=" [account-id]">
18
Company Confidential - For Internal Use Only
Copyright © 2016, SAS Institute Inc. All rights reserved.
Examples of Collected Behavioral Interactions
Step 1: Collection
Link Clicked
Field
Interaction
Captured when focus is
moved away from form
field
•
•
•
•
Value
Form ID and Name
Field ID and Name
Number of changes
19
•
•
•
HREF (link location)
Alt Text / Inner Text
Link location in
page (DOM PATH
and CSS Selector
Path)
Form Submit
• Value
• Form ID and Name
• Field ID and Name
Company Confidential - For Internal Use Only
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Controlling Data Capture and Collection
Step 1: Collection
20
Company Confidential - For Internal Use Only
Copyright © 2016, SAS Institute Inc. All rights reserved.
Conceptual Architecture
SAS® Customer
Intelligence 360
Customer
visits Digital
Channel
Collect all
behavioural
interactions
INTEGRATE
UNDERSTAND
TARGET
ENGAGE
Transform
interactions
into
Contextual
Insights
Build an
On-premise
Detailed Data
Store
Real-time
Triggering &
Personalisation
C op yr i g h t © 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
INTEGRATE
Enhance your Data
Warehouse
UNDERSTAND
Explore, Analyse,
Model and Reports
TARGET
Multi-channel
communication
ENGAGE
Optimal Personalized
Online Experience
Transforming Data into Insights
Internal Search
Identify criteria for the
transformation to execute
Identify the Search Form Name
Identify Field Name
22
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Transforming Data into Insights
Internal Search
Identify Search results turned based
on next page
23
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)
Company Confidential - For Internal Use Only
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Transforming Data into Insights
Shopping 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
24
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Transforming Data into Insights
Shopping Cart
Select Product Name and all 3 cart
products are selected
Select Product code
Select Cart level attributes like total price
25
Company Confidential - For Internal Use Only
Copyright © 2016, SAS Institute Inc. All rights reserved.
Conceptual Architecture
SAS® Customer
Intelligence 360
Customer
visits Digital
Channel
Collect all
behavioural
interactions
INTEGRATE
UNDERSTAND
TARGET
ENGAGE
Transform
interactions
into
Contextual
Insights
Build an
On-premise
Detailed Data
Store
Real-time
Triggering &
Personalisation
C op yr i g h t © 2 0 1 2 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
INTEGRATE
Enhance your Data
Warehouse
UNDERSTAND
Explore, Analyse,
Model and Reports
TARGET
Multi-channel
communication
ENGAGE
Optimal Personalized
Online Experience
49 Table Open Data Model Analyst dream
27
Company Confidential - For Internal Use Only
Copyright © 2016, SAS Institute Inc. All rights reserved.
Transformation Mapping
1
2
3
TRANSFORMATION
COLLECTION
Page Loads
•
Clicks
Transformation process maps events to online
data mart
Online
Detailed
Data Store
Form Submits
Out of the
box VA
Reporting
Text Changes
Media Interactions
Page Element
•
Content Changes
28
Easy-to-use wizards to navigate the website.
Real-time
Session
State
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49 Table Open Data Model Analyst dream
Session FACT
SESSION _FACT
BROWSER_DIM
GEO_IP_DIM
PAGE_DIM
29
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Copyright © 2016, SAS Institute Inc. All rights reserved.
49 Table Open Data Model Analyst dream
Session FACT Continued
SEARCH_ENGINE_DIM
SEARCH_TERM_DIM
SESSION_FACT ( Contd)
ORIGINATION_DIM
30
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Copyright © 2016, SAS Institute Inc. All rights reserved.
Data Model: Transformation to data
Internal Search
FORM_FIELD_DIM
FORM_DETAIL
SEARCH_RESULTS
31
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Data Model: Transformation to data
PRODUCT_DIM
Product View
DETAIL_X_PRODUCT
MESSAGE_TXT_DIM
32
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Analytical Base Table Creation
•
33
Open, customer-centric data
model has been architected with
analytics and campaign usage in
mind
Company Confidential - For Internal Use Only
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Integrating Online Behavior Into SAS Campaign Management
Collect all
visitor
journeys
SAS 360
Discover
Detailed
Data Store
Website behavior for all
sessions relating to a
VISITOR
Website behavior for all
sessions relating to a
CUSTOMER
34
Marketing
Campaigns
Campaign
Management
CRM
Normalized
Data Model
Information Map
Anonymous
Visitor View
Product
Data
Enhanced
Customer View
Online
Customer Data
Online Activity
Data
Transactio
n Data
Customer
Data
....
Company Confidential - For Internal Use Only
Copyright © 2015, SAS Institute Inc. All rights reserved.
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Discover
C op yr i g h t © 2 0 1 6 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Engage
Questions?
Thanks you!
Company Confidential - For Internal Use Only
Copyright © 2016, SAS Institute Inc. All rights reserved.