Unlock advanced audience targeting with SAS® Customer Intelligence 360 and Amazon Bedrock’s generative AI

The digital marketing landscape demands increasingly sophisticated audience targeting, yet many organizations struggle with the technical complexity of creating precise audience segments.

The integration between SAS Customer Intelligence 360 and Amazon Bedrock is fundamentally changing how marketers approach audience creation through the power of generative AI (GenAI) and natural language understanding.

SAS Customer Intelligence 360 is a cloud-based customer engagement platform that combines data management, analytics and real-time decision making to deliver personalized customer experiences across multiple channels. It enables marketers to manage customer data, create segments, automate campaigns and measure marketing effectiveness throughout the customer journey.

Amazon Bedrock is a managed service that provides access to various foundation models through a unified API for building and scaling GenAI applications. It offers models from leading AI companies and Amazon handles infrastructure management, including security and privacy controls that simplify AI implementation for businesses.

Break down technical barriers with natural language processing

Gone are the days of wrestling with complex database queries or navigating through multiple menu hierarchies to create audience segments. The SAS and Amazon Bedrock integration introduces an innovative approach: Marketers can express their targeting needs in plain English, just as they would describe their ideal audience to a colleague. For instance, a marketing professional might type: “I need to target professionals between 35-45 years old who have purchased in the last month and have also spent over $7,000 in the last 24 months.” The system, powered by Amazon Bedrock’s advanced foundational models, automatically translates this natural description into precise targeting parameters while maintaining the robust data governance required in enterprise environments.

Revolutionize the way marketing teams work

Integrating SAS Customer Intelligence 360 with Amazon Bedrock delivers more than just convenience: It represents a fundamental shift in how marketing teams operate. Combining SAS’ deep customer engagement expertise with Amazon Bedrock’s advanced language models creates a seamless bridge between marketing intent and marketing channel engagement.

Marketing teams will immediately see improvements in operational efficiency – what previously required hours of technical setup and validation can now be accomplished in minutes. Reducing the dependency on technical teams for audience creation accelerates the overall marketing campaign creation and execution process, allowing organizations to respond quickly to market opportunities.

This acceleration isn’t just about speed; it’s also about fast experimentation and accuracy. Teams can quickly create multiple audience variations, test different audience creation and segmentation strategies, and refine targeting approaches based on real-time insights.

Easily create audiences backed by superior enterprise performance

The integration architecture ensures enterprise-grade performance and scale while maintaining ease of use. When a marketer inputs their audience description, Amazon Bedrock’s language models process the request, understanding both explicit and implicit targeting requirements. The system then maps these requirements to the robust audience management capabilities of SAS Customer Intelligence 360, creating technically precise audience definitions that align with data governance standards.

Sophisticated validation mechanisms verify the generated audience criteria against available data sources, ensuring that the created segments are both theoretically sound and practically applicable. Real-time preview capabilities allow marketers to see the impact of their targeting criteria before deployment so they can be immediately refined if needed.

Get started with a simple click – and no need for IT

The integration is designed for seamless adoption within existing SAS Customer Intelligence 360 environments. Organizations can activate the natural language audience creation feature through their standard interface, with no additional technical setup required. The system guides users through the process, offering contextual suggestions and best practices to ensure optimal results.

Transform your marketing operations

The power combo of SAS Customer Intelligence 360 and Amazon Bedrock represents more than just a technical advancement – it’s a glimpse into the future of marketing operations, where sophisticated technology adapts to human workflows rather than the other way around.

It combines the power of advanced AI with enterprise-grade customer engagement, all accessible through natural language interaction. As SAS and AWS continue to enhance their platforms, ongoing improvements will be made in natural language processing capabilities, audience targeting precision and operational efficiency.

Ready to explore a compelling path forward?

Join the growing number of organizations that are revolutionizing their approach to audience creation and customer engagement. Contact your SAS representative or visit the AWS Marketplace to learn more about integrating SAS Customer Intelligence 360 and Amazon Bedrock in your organization or to see it in action.

Doug Mbaya also contributed to this blog post.