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Mumbai, NFAPost: SAS, the leader in business analytics software and services, stated that the company has set up SAS Customer Intelligence 360 Marketing Cloud Instance in Mumbai to support its Indian customers with an exceptional service that offers low latency, data privacy, data sovereignty and local support.

According to the company sources, this will enable SAS customers scale up their marketing initiatives to create relevant, satisfying, valued customer experiences tailored to each unique customer’s journey.

“The instance is the fifth for SAS in the world following the launches in US, Europe, Japan and Australia and signifies its commitment to its Indian customers,” states the company.

The unique hybrid marketing architecture developed by SAS allows organisations to source & merge from both cloud-based digital data sources and on-premise traditional data sources into a single unified data model for customer engagement activities.

It allows organisations to avoid the costly and time-consuming efforts of “lifting and shifting” data into marketing clouds. It also allows to secure and govern data in compliance with regional, federal, and local regulations.

SAS India Vice President & Managing Director Noshin Kagalwalla said with a local SAS Customer Intelligence 360 Marketing Cloud Instance, the company is stepping up its commitment to its customers.

“This is made possible by providing them the power of SaaS. Enterprises and marketing teams can now reap the benefits of cloud for their marketing and customer intelligence needs in complete adherence to local data sovereignty laws,” said Noshin Kagalwalla.

SAS India Customer Advisory and Customer Success Director Nirlap Vora said SAS Customer Intelligence 360 enables marketers with intelligent purpose-built marketing for adaptive planning, journey activation and contextual engagements all in real-time, regardless of the level of marketing maturity.

“The SaaS offering available on SAS CI360 Marketing Cloud guarantees customers stay current on the latest software version, with flexible terms of subscription that enables easy access to off-the-shelf solutions. Offering a cloud instance in India is a leap towards ease of delivery for our customers,” said Nirlap Vora.

The company’s hybrid marketing architecture gives customers the choice and flexibility to host their data to reside on their premises, private cloud/ data center or choose to host data on SAS India instance. Today’s consumers are flooded with more information and offers than ever before. Thus, capturing their attention quickly and standing out from the crowd, often defines success or failure of a campaign.

SAS Customer Intelligence 360 bridges this gap as it builds on SAS’s inherent analytics strength by offering marketers embedded predictive analytics for a 360-degree customer view. Marketers will benefit from rapid access to evolving insights from their campaigns coupled with the ability to optimize their marketing spends.

Additionally, being equipped with Customer Data Platform (CDP) capabilities means that marketing teams now get a holistic view of their customer’s journey through various channels in real-time. This empowers marketers to move the needle from data, to insights, to action with the help of powerful analytics and AI capabilities, enabling personalized customer experiences that creates long lasting brand loyalty as well as improves profitability.

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