Key Takeaways from SAS Innovate 2025: The Future of Customer Intelligence Is Here
Key Takeaways from SAS Innovate 2025: The Future of Customer Intelligence Is Here
Munvo attended SAS Innovate 2025, held in Orlando, Florida, from May 6th to 9th. The summit was a vibrant hub of discussions and insights surrounding the latest advancements in customer intelligence. The Munvo team was actively involved, sharing their expertise and gathering valuable takeaways on the evolving landscape of SAS technologies.
Munvo's Engaging Sessions at SAS Innovate 2025
- Shaun’s session on Analytics-Powered Omni-Channel Engagement in Telecom explored how telecom providers can leverage analytics and AI for a competitive advantage. He provided key insights into predicting churn, delivering real-time personalized responses, orchestrating seamless customer journeys across channels, and empowering sales and service teams with timely intelligence.
- In his session on Enabling Seamless Omni-Channel Engagement with SAS CI 360, Shaun demonstrated practical strategies for simplifying technology stacks and delivering real-time, personalized customer experiences. Attendees gained valuable knowledge on unifying customer profiles for a comprehensive view, activating data for immediate engagement across all touchpoints, ensuring consistent experiences across channels, and streamlining marketing operations for agile responses to customer behavior.
The Next Level of Customer Intelligence with SAS CI 360
- Customer Journeys: This module enables businesses to orchestrate, personalize, and execute multichannel campaigns. It also provides analytics to help marketers understand customer engagement.
- Marketing AI: This offers pre-built solutions for common analytics use cases, empowering marketers to independently run analytics at scale.
- Marketing Decisioning: This allows businesses to deliver personalized offers in real-time, increasing customer engagement.
Real-Time Personalization and AI-Driven Marketing
SAS is also doubling down on real-time, dynamic customer experiences by rebranding its “Activities” feature as Real-Time Journeys. This underscores the growing importance of delivering instantaneous, personalized interactions across every customer touchpoint.
A highlight of the event was the unveiling of advanced Generative AI (GenAI) capabilities integrated into CI 360. These include faster audience creation, intuitive data interpretation, and smarter email A/B testing—tools that help marketers make faster, more informed decisions and create highly targeted campaigns.
The Marketing Decisioning module’s intuitive interface and AI-powered insights further enable marketers to deliver personalized marketing at scale—ensuring every customer interaction feels relevant and contextually meaningful.
Finally, a standout session from Macy’s, a leading retailer in the industry, emphasized how trust is built through consistent, contextually relevant customer experiences. Their use-case-driven approach demonstrated how MarTech platforms like CI 360 can help brands foster long-term loyalty by delivering personalization that truly resonates.
SAS CI360 Journeys: A Game Changer
SAS announced the general availability of CI360 Journeys, which integrates segmentation (SAS Audiences) and channel activation (SAS Destinations). This new feature offers a collaborative environment for marketing teams, supporting centralized marketing plans, automated workflows, digital asset management, and integrated budget and expense management.
The intuitive drag-and-drop interface allows marketers to easily implement journeys, including cross-channel customer targeting, message and creative development, journey triggers, and metrics measurement and tracking. SAS Journeys leverages AI and ML to create next-best actions through testing and optimization, enabling data-driven personalization and offer optimization at scale. It also includes a marketing executive dashboard for better understanding customer behavior.
Conclusion
SAS Innovate 2025 illuminated a clear path forward for customer intelligence, with SAS CI 360 leading the charge through its latest innovations. Munvo’s active participation, including Shaun Memon’s expert-led sessions, underscored the practical strategies and transformative potential of these advancements. The focus on real-time, personalized engagement, the power of integrated AI, and the efficiency of unified marketing platforms present significant opportunities for businesses to deepen customer relationships and drive growth.
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Ready to explore how these insights from SAS Innovate 2025 can be applied to your organization?
Contact Munvo team today to discuss your customer intelligence goals and discover how our expertise can help you leverage the latest SAS innovations for tangible results.
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