SAS is one of just five included vendors identified as a large established player for customer data platforms (CDP) in Forrester’s Now Tech: Customer Data Platforms, Q1 2022 research report. CDPs collect quality first party information from customers allowing companies to deliver personalized experiences based on actionable data. Forrester categorizes SAS as an Automation CDP, positioned in the largest market segment (over $75 million in annual revenue).
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According to the Forrester report, “Automation-oriented CDPs focus on the development and execution of customer marketing campaigns. They provide a campaign design interface, natively execute campaigns such as email and mobile messaging, and embed a decision engine to automate campaign orchestration. Native execution marks the primary difference between automation and orchestration CDPs.”
Forrester gives automation CDP’s more capabilities with a designation of “high functionality” than any of the other CDP types. The “high functionality” designation is given to all of the following capabilities for Automation CDP’s:
- Single customer view
- Content and offer personalization
- Segmentation
- Testing
- Data Orchestration and Egress for Campaigns
- Data Orchestration and Egress for Triggered Interactions
- Reporting and Dashboards
- Native Execution
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“As marketers face a perfect storm of customer demand for personalized interactions across all channels balanced against an increasing focus on privacy, the CDP becomes a critical component of the martech stack,” said Lisa Loftis, Principal Product Marketer for SAS® Customer Intelligence. “At SAS, we have seen this problem coming for years now. We believe our positioning in the Forrester Now Tech report indicates that our products reflect this. Built around data, focused on analytics, and powered by real-time journey management and decisioning, SAS Customer Intelligence 360 is the perfect complement to any martech environment.”
The report provides details on companies with CDP offerings organized by revenue, primary functionality segments, geographic presence, vertical market focus and sample customers and serves as a reference for marketers looking for a company to meet their CDP needs.
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