From warehouse to winning.
Closing the gap between customer intelligence and real-time activation.
MarTech spend keeps climbing and the customer experience it buys still hasn't moved. This paper, co-authored with SAS, makes the case for discovery: AI that finds the segments and signals already sitting in your warehouse, and tells you the next move while it still matters.
When SAS says the status quo needs to change, it's worth listening. SAS is one of the largest privately held software companies in the world, and it was doing predictive modeling before "data science" or "big data" were industry terms. Here's what the paper covers.
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Investment and value have decoupled
Despite record spend on data infrastructure, CX has barely moved. MarTech spend hit $551.9bn in 2025, and CDP spend is estimated at $10.4bn in 2026 (Grand View Research).
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From system of record to system of discovery
Your warehouse answers the questions you already wrote down. It should be producing the ones you haven't asked yet, because that's where the next round of growth is sitting.
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Filtering shrinks, discovery expands
Rules-based segmentation starts with assumptions and removes people until a sliver is left. Automated discovery starts with everything and surfaces the customer structure that's actually there, without the human bias baked in.
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Decision latency and intelligence debt
A gap between information and action carries a real cost. Closing that gap on the wrong insight carries a cost too: reaching the wrong customer, faster.