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

Author(s):

Shawn Burns, Global VP, Digital Marketing, SAP

Journal:

Journal of Digital & Social Media Marketing

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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, SAP.com. 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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Publisher:

Simon Beckett

First Published:

2013

ISSN (print):

2050-0076

ISSN (web):

2050-0084

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