Delivering personalised digital experiences to customer segments of one: Case study of SAP

Shawn Burns, Global VP, Digital Marketing, SAP

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Abstract: This case study describes SAP’s efforts to deliver a personalised digital experience to every customer visiting its flagship web property, The paper discusses the key components required to deliver the personalised experience, and the resulting performance improvements measured as a function of online engagement and software revenue. Key benefits and challenges of the programme are also covered, providing a view into the deep insights SAP has realised as a result of the programme. The paper concludes with a glimpse at how SAP is planning to evolve these efforts.


Keywords: digital marketing, big data, online personalisation, web analytics, predictive analytics, data modelling, marketing skills

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