SAP Unveils Data As A Service To Generate Consumer Insights

Published May 24, 2016 by Jim O’Donnell, TechTarget

Do you know who your customers are? Do you know what they looked at before they bought an item? Do you know what they were doing before they entered your store? Answering these questions and more has been easy for online businesses, who can track a user’s every click. But for traditional brick-and-mortar businesses, not so much. Perhaps until now, however, with the release of SAP Digital Consumer Insight, a data-as-a-service product that promises to give physical businesses access to the kind of data that can help them better understand their customers and markets.

“This offering does to retail stores what Web marketing has done for websites,” Jonathan Becher, SAP chief digital officer said. “On a website it’s important to know how long someone stays on your site before they leave, but if you’re a retailer you don’t know how long they stay in your store before they leave. For a website it’s important to understand the path to purchase, how many items did they look at before buying, but you don’t have a way to know that in a physical store. What we’ve done for the first time is to take all this information that people have figured out in the digital world, and make it available to the physical world.”

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