To help companies identify new demands from their consumers and meet them quickly, SAS, a global reference in analytics, is launching a free tool that assists brands in identifying their degree of maturity with the use of analytics to promote assertive actions Of marketing. The solution aims to provide greater understanding of the use of analytics in the customer's consumption analysis journey.
Entitled Marketing Confidence Quotient (MCQ), the tool will allow companies to identify the maturity of their marketing and analytics resources in five competencies: strategy; organization and structure; technology; process and measurement; and developing a business plan for reimagined marketing.
“In a highly connected world, where the consumer is at the center of decisions, the way brands relate to their customers has changed dramatically,” says Wilson Raj, global director of Customer Intelligence at SAS. “MCQ directly addresses this change. An accurate assessment will help marketers to develop a reimagined marketing plan, creating personalized, real-time experiences for the consumer. This will allow an increase in business profitability, optimizing operations and promoting customer loyalty with the brand. ”
SAS has identified that many companies lack the necessary digital marketing skills and capabilities to adapt and transform the strategy quickly, considering that from collecting and analyzing customer data to the technology available to act on them, and through Using the tool, companies will be able to identify these deficiencies and solve them, taking advantage of the immense amount of opportunities in the area.
With an average duration of 10 minutes, the companies that carry out the evaluation will receive a score that will classify their overall maturity level in the concept of customer analytics. The result, which punctuates the main aspects of the business and compares with other companies of the same size and sector, will provide an overview of the analytical maturity. This information will help identify strengths and weaknesses in four main areas of marketing:
Digital consumer - In 2020, the average consumer became more adept at digital; even the older generation, born between 1945-1964 (Baby Boomer), who was digitally shy, started to dominate the online world. Today's customers expect “relevance as a service” in more personalized, immediate, engaging and authentic ways.
Digital trust - Although consumers spend more time interacting with brands online out of necessity, they still have high expectations for data privacy. Protecting customer data is not only necessary, it is also a competitive advantage. To build a truly trusted brand with consumers, companies of the future must rethink ways to be transparent, responsible and engaging.
Digital loyalty - The successful brands in the decade to come will be those that become loyalty companies. This involves providing personalized services, resources and values throughout the consumer's journey. Smart brands will align content, tactics and engagement across the entire consumer journey - and not just by joining forces in a loyalty program.
Agility and automation - To become competitive, companies must adopt agility through automation to meet customer needs in order to speed up the decision, reduce risks and allow customer engagement in real time. Progressive brands are “industrializing” the use of analytics and decision making in real time with high levels of automation in the production and recalibration of models, incorporating technical innovations such as containers, microservices architectures and hybrid cloud services.
To learn more about the usability of the tool and conduct a free trial for your company, visit the Marketing Confidence Quotient.
