Katja Suentzenich and Christian Heller
"The goal is to turn data into information, and information into insight." - Carly Fiorina, former chief executive of HP.
During the Marketing Analytics & Data Science Conference, Katja Suentzenich, Senior Manager, CX & Connected Car, MHP Inc., and Christian Heller, Manager, CRM, Porsche Cars North America, discussed "How SAP's Analytical Power is Building New Businesses."
Katja and Christian explained how today's customer wants a relationship with a brand, not a channel. Connectivity and big data are critical for automotive OEMs to support a unique customer experience, especially for millennials.
Big data is also key for innovation. Porsche uses SAP's HANA for CRM on a global scale with a full integration of previously independent channels.
Here's what Porsche learned en route to the "real-time enterprise" with connectivity and big data:
- Went from a "rear-view mirror" perspective to immediate, actionable insights.
- Big data readiness and experience varies largely depending on the industry.
- Need new types of employees: Big Data Business Analysts, Data Scientists and Model Builders.
- It's all about the "right" big data sources and use cases. Mobile is dominating user experience.
Big data is also enabling Porsche to provide highly personalized customer life-cycle communication to support increased customer enthusiasm and loyalty.
Watch for additional #MADSCONF follow-up stories!
Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices.
Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.