SAS puts machine learning in marketers’ hands
SAS has launched '360 Marketing AI,' a platform designed to allow marketing teams to perform predictive modeling and data preparation without needing specialized data science support. The tool aims to democratize access to AI-driven insights like customer churn prediction and cross-selling.
Why it matters
This reflects a broader industry trend of 'democratizing AI,' enabling non-technical business units to leverage complex machine learning models for operational efficiency.
A new platform, 360 Marketing AI, guides teams through data preparation, predictive modelling and deployment without specialist support.
Marketing teams can prepare data, assess data quality and train machine-learning models through guided steps. Models can then generate scores for use within customer journeys. The platform monitors performance and can automatically retrain models when required.
SAS says data preparation can account for up to 80% of model-development work. SAS 360 Marketing AI automates parts of data preparation, feature engineering and model training to reduce that workload.
“For the longest time, ownership of analytical intelligence has lived outside of marketing,” says Roger Beharry Lall, IDC research director. “As such, this predictive intelligence was hard to procure, often being costly, complex, and time consuming. Offerings like SAS 360 Marketing AI solution help democratise the skills, knowledge, and trust needed to put predictive AI in the hands of marketers.”
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