Transform every customer interaction into a moment of value with real-time data, AI, and generative intelligence—powered by SAS and Cresco International.
In an era where customer expectations evolve faster than marketing strategies, traditional tools fall short. Businesses today require a future-proof, intelligent MarTech platform that not only anticipates customer needs but also delivers personalized, contextual experiences while ensuring every campaign is measurable, data-driven, and optimized for maximum impact.
Enter SAS Customer Intelligence 360 (CI 360) — a unified, AI-driven, and analytically sophisticated marketing platform designed to empower modern marketers with precision, scalability, and real-time personalization across all customer touchpoints. With SAS CI 360, businesses can transform raw data into actionable insights, enabling them to engage customers in ways that drive loyalty, conversion, and growth.
KEY CAPABILITIES: POWERING INTELLIGENCE, INTEGRATION, AND IMPACT
- Embedded Customer Data Platform (CDP)
- The embedded CDP in SAS CI 360 reimagines how businesses manage and activate their data. Unlike siloed systems that duplicate or delay information, CI 360’s CDP acts as a real-time data engine designed for speed, flexibility, and governance.
- It supports hybrid data architectures, allowing organizations to maintain control whether their data resides on-premises, in the cloud, or across multiple environments. Through federated access, marketers can query data directly from its source without replicating it, ensuring faster, more secure operations.
- The system’s real-time streaming capabilities capture behavioral signals — such as clicks, transactions, and browsing patterns — and immediately convert them into actionable insights. Meanwhile, robust data governance and compliance features ensure adherence to global standards like GDPR, HIPAA, and CCPA. All these inputs feed into unified customer profiles, continuously updated and enriched with transactional, digital, and third-party data, forming the foundation for personalized and compliant marketing.
- AI-Powered Marketing Decisioning Engine
- At the heart of SAS CI 360 lies its AI-powered decisioning engine, the true differentiator that transforms insights into intelligent action. It empowers marketers to move beyond static segmentation and embrace dynamic decisioning, where every customer receives the right message, at the right time, through the right channel.
- Using Next Best Action (NBA) algorithms, CI 360 predicts and prioritizes the most relevant offers or messages for each individual customer. The real-time arbitration engine ensures that when multiple campaigns compete, only the most valuable and contextually appropriate one is delivered. This intelligent mediation not only increases engagement but also safeguards customer satisfaction and brand trust.
- Moreover, the platform’s self-learning AI models evolve with each interaction, continuously improving their accuracy and performance. Propensity scoring further refines predictions, helping businesses identify high-value customers or at-risk segments. Through automated segmentation, SAS CI 360 ensures campaigns stay fluid, adapting to ever-changing customer behaviors and market conditions.
- Generative AI (GenAI): Redefining Marketer Productivity
- Generative AI is reshaping the marketing landscape, and SAS has fully integrated this technology into CI 360 to empower marketers like never before. It bridges the gap between creativity and analytics, enabling teams to work faster and smarter without compromising quality or governance.
- With natural language querying, marketers can describe the audiences they want — for example, “customers who viewed a product twice in the last week but didn’t purchase” — and SAS automatically builds the logic behind it. Chat-based analytics let users interact with data conversationally, asking questions such as “Which campaign generated the highest ROI last quarter?” or “What segment is most responsive to our latest promotion?”
- The platform’s AI-driven content generation accelerates creative development, producing high-performing email subject lines, ad copies, or A/B test variations in seconds. Combined with automated experimentation, GenAI helps marketers identify the best-performing content with precision, while maintaining brand tone and compliance across regions and languages. This convergence of creativity and intelligence makes CI 360 not just a marketing tool but a true productivity engine.
- Journey Orchestration and Real-Time Activation
- Modern customer journeys are complex, spanning countless channels and devices. SAS CI 360 simplifies this complexity through its powerful journey orchestration capabilities. It helps businesses design adaptive, omnichannel journeys that adjust in real time based on user behavior and intent.
- Marketers can create cross-channel experiences across web, mobile apps, email, SMS, and even third-party advertising platforms. The dynamic identity graph ensures continuity by recognizing users as they switch between devices, browsers, or channels, maintaining consistent engagement throughout.
- Behavioral triggers enable instant, context-aware actions — for example, sending a discount notification to a customer who has been viewing a product page for a prolonged time or alerting support when a user fails a login attempt. Furthermore, AI-driven frequency management automatically prevents over-communication, ensuring each customer receives relevant messaging without fatigue. Journey analytics dashboards provide end-to-end visibility into engagement paths, enabling continuous optimization of conversion and satisfaction rates.
- Measurement, Optimization, and Governance
- Measurement is where strategy meets accountability. SAS CI 360 provides comprehensive closed-loop measurement that allows marketers to analyze, compare, and optimize every campaign component.
- Its attribution modeling helps businesses understand which interactions truly influence conversions, moving beyond outdated “last-touch” models. The marketing mix optimization module leverages predictive algorithms to allocate budgets effectively, ensuring that every dollar spent delivers measurable returns.
- Additionally, the experimentation and simulation framework supports rapid hypothesis testing, enabling teams to test multiple strategies simultaneously and deploy the most successful ones in real time. Underpinning all these functions is a compliance-ready infrastructure, offering transparency, audit trails, and responsible AI practices — ensuring marketing innovation never comes at the cost of governance.
- Industry Applications: From Insight to ROI
- The versatility of SAS CI 360 shines across industries. In banking and insurance, it helps financial institutions personalize loan offers, detect fraud patterns, and improve retention, resulting in measurable growth in product adoption and reduced churn.
- In retail and e-commerce, SAS CI 360 enables real-time product recommendations, personalized pricing, and dynamic promotions that have been shown to double or even triple conversion rates.
- For the healthcare sector, it supports secure, HIPAA-compliant patient engagement, improving appointment adherence and promoting preventative care. Telecom and media companies use it to reduce churn through predictive analytics, tailoring service recommendations to user preferences. In travel and hospitality, it optimizes loyalty programs and enhances guest experiences with contextual offers, driving repeat bookings and customer satisfaction.
- Across all these sectors, the consistent theme is transformation — turning data into personalized experiences that drive measurable business outcomes.
WHY CRESCO INTERNATIONAL?
While SAS provides the world-class technology foundation, Cresco International ensures it’s implemented, governed, and optimized for long-term business success. Cresco brings a blend of technical mastery, domain expertise, and strategic insight, making it the ideal partner for organizations looking to fully harness SAS CI 360.
Cresco’s consultants design enterprise-scale data strategies, implement metadata and master data management frameworks, and build hybrid architectures that align with each organization’s infrastructure and regulatory requirements. They enable smooth ETL/ELT integrations across legacy and cloud systems and establish AI governance frameworks that ensure fairness, transparency, and accountability in automated decision-making.
Beyond technology, Cresco emphasizes change management and user enablement, training marketing and data teams to derive full value from the CI 360 platform. This human-centric approach ensures not only technical success but also cultural adoption and continuous innovation.
ADVANCED INTEGRATION ECOSYSTEM
SAS CI 360 integrates effortlessly with the tools modern enterprises already use. Whether your infrastructure is built on AWS, Azure, or Google Cloud, or you rely on data warehouses like Snowflake or Databricks, CI 360’s open architecture makes integration seamless. It also connects with leading CRM and ERP platforms such as Salesforce, Microsoft Dynamics, and SAP, and synchronizes with AdTech and MarTech ecosystems like Google Ads, Meta, and Adobe Experience Cloud.
By leveraging Cresco’s integration expertise, organizations can ensure end-to-end interoperability — where data flows securely, governance remains intact, and marketing performance improves across every touchpoint.
CALL TO ACTION: TRANSFORM CUSTOMER INTELLIGENCE INTO COMPETITIVE ADVANTAGE
The future of marketing belongs to organizations that can transform customer data into actionable intelligence. With SAS Customer Intelligence 360, supported by Cresco International’s strategic expertise, your organization can unlock the full potential of AI-driven engagement.
Explore how you can evolve from data-rich to insight-driven:
- Visit www.crescointl.com to discover our AI and data transformation services.
- Book a personalized demo to witness CI 360’s real-time personalization and GenAI in action.
- Request a consultation to design your organization’s end-to-end marketing modernization roadmap.
- Empower your team through hands-on training programs tailored for marketers and data professionals.
FINAL THOUGHTS
In today’s digital economy, customer experience is the new currency of success. SAS Customer Intelligence 360, when combined with Cresco International’s deep expertise in data architecture, AI, and analytics, delivers a unified foundation for intelligent engagement, measurable performance, and sustained business growth.
The next generation of marketing isn’t just automated — it’s autonomous, adaptive, and analytically driven. With SAS CI 360 and Cresco International, that future begins now.
