Attendees will get an understanding how SAP combines market intelligence and customer insights to enhance the customer experience and capitalize on market opportunities and trends. Running on SAP technologies, including SAP Business AI, SAP built a ‘Crystal Ball’ of data to deliver real-time insights and predictability. What have customers now, what might they want or need, and which suppliers do they prefer?

In this presentation you will learn:

• How to take daunting amounts of first and third-party market and customer data, distil them, and then organize them into a single view that can be used by sales and marketing?
• How SAP utilizes real-time customer intent data to understand market dynamics and customer behaviour, allowing for proactive engagements with clients during the software purchasing process?
• How data-driven decision making is boosting sales and marketing efficiency?