Efficient marketing needs (data) curiosity – advertising week m & k

If you want to create innovation, you have to ask the right questions. Answers to many of these questions can be found in data. This is the core of the Curiosity Forever brand campaign, which the analytics and AI giant SAS is now rolling out worldwide.

The central tool for changes and optimization: data analysis and artificial intelligence (AI). AI in particular meets with enthusiasm and reservations in equal measure: the assessments range from business drivers to job threats.

On average, AI is judged fairly balanced in the media. This is a first insight from the newly created «Trust in AI Index» from SAS, which should regularly determine the current climate of opinion on AI. The average sentiment score in the first three quarters of 2021 has so far been 52 (50 = neutral; 0 = very negative, 100 = very positive). This means that AI is rated only slightly positive in the media. Accordingly, the criticism is limited – but the euphoria looks different.

With the current brand campaign, SAS wants to create broader acceptance for AI and data analysis. The global, multilingual campaign focuses on five sectors: banking, retail, industry, healthcare and public administration.

With curiosity about innovation

The motto “Curiosity Forever” is intended to give a face to the corporate vision that was announced in the strategic decisions of recent years. In 2019, SAS launched an investment program totaling one billion US dollars in technology for everything to do with AI. In addition, SAS has been investing more than a quarter of its sales in research and development for many years; in 2020 this was 27 percent.

The participants in the first global SAS hackathon also demonstrated curiosity about new solutions and innovations: Over 100 teams from 31 countries used agile methods, SAS and open source on Microsoft Azure to search for answers to questions about sustainability and corporate practice.

Understanding promotes acceptance of AI

An important aspect of the campaign is to make data analysis understandable – even for employees who are not data scientists. On the one hand, a decidedly emotional address was created for this. On the other hand, SAS Data Literacy supports – i.e. the skilled handling of data – with numerous measures in the education sector, including free software for universities, with special e-learning programs such as this Analytics Value Training or with the SAS Academic Programs.

«Curiosity» – a core competency of marketers

Covid has fundamentally changed customer expectations in the past few months. Because in the digital world, fast and personalized interactions are even more important, otherwise the customer is at the competitor with one click. Marketers therefore need to research even better what drives their customers in order to be able to respond promptly and specifically to their needs.

This places special demands on the skills of marketers. Analytical curiosity becomes a core competence. They have to use the findings from the analysis in order to be able to understand, interpret, measure and prove their activities and the degree of loyalty to their customers. Always with the question in mind: “What can we do better?”.


This year’s topic was what answers AI and analytics can already provide to marketing questions SAS Forum Digital End of October. Interested parties can access information on the past event in the SAS Forum media library.

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