Published May 22, by CIO Today
Although numerous tools and services exist to track customer behavior online, the options have been more limited for tracking and analyzing customer behavior in the “real world” at brick-and-mortar stores and in other physical locations. SAP is aiming to change that with a new data service that enables enterprise clients to gain insights into the demographics of their customers, along with detailed descriptions of their real-world, offline behaviors. Called SAP Digital Consumer Insight, the new service is SAP’s first data offering. It was announced at the company’s recent SAPPHIRE NOW conference that ran May 17-19 in Orlando, Fla.
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Jonathan Becher, chief digital officer and head of SAP Digital, said that companies will be able to use the data provided by the service to glean insights that will help them improve their products and services, run better marketing campaigns, scout locations for expansion, and learn more about their competitors.
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