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SAS – Data, Analytics, & AI: How Trust Delivers Value

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MIT SMR connections conducted an online survey of MIT Sloan Management Review subscribers in May 2018, drawing 2,143 respondents. Respondents represent a broad range of functions & industries, with more than 70% identifying themselves as being management, C-suite, or board roles. The survey included respondents from all regions of the world.

To provide a rich context for discussion of quantitative research result, we interviewed analytics experts including practitioners, consultant and academics. These individuals provided insight into good practices and examples of the steps leading organizations are taking to advance analytical maturity and build data-driven cultures.

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How do you target your customers for marketing campaigns?
Currently decisions are based on insights from BI Reports/DashboardsCurrently decisions are fact-based, through customer behavior analysis and segmentation/profilingCurrently decisions are mostly based on gut-feel & instincts

How do you execute your campaigns?
Currently campaigns are executed, and performance reported via manual/excel based lists.Currently campaigns are executed, and performance reported via our Campaign Management ToolCurrently execution of campaigns is outsourced to third party

Your organisation is evaluating “Customer Intelligence/Campaign Management” solutions for?Building faster and targeted campaignsOptimizing on offer and communication channels for customer communicationIncrease wallet share and improving customer engagementPredicting customer behavior and maximizing customer lifetime value

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