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

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  • Burns, Shawn

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.

Suggested Citation

  • Burns, Shawn, 2014. "Delivering personalised digital experiences to customer segments of one: Case study of SAP," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 2(2), pages 131-138, September.
    • Handle: RePEc:aza:jdsmm0:y:2014:v:2:i:2:p:131-138
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    More about this item

    Keywords

    digital marketing; big data; online personalisation; web analytics; predictive analytics; data modelling; marketing skills;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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