Close
Join 237,000 weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.

 

Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Email:
Text HTML

MarketingSherpa Video Archive

5 Optimization Discoveries from the SAP Website Test Lab

Shawn Burns, SAP



If you're one of the mass of marketers who are tasked year after year with the challenge of meeting growing expectations with smaller budgets, then the move to drawing insights from your customer behavior data can seem like a winner.

Except for one small problem, according to Shawn Burns, Global Vice President of Digital Marketing, SAP, who explained that making a move to analytics is simply not enough.

"Web analytics is a table stake and it doesn't get you very far," he said.

At MarketingSherpa Optimization Summit 2013, Shawn presented, "5 Optimization Discoveries from the SAP Website Test Lab." In the session, he explained why companies have to move beyond generating reports to truly transform the attitudes a company's culture, and how SAP used testing and optimization to maximize ROI on its existing marketing.

"Testing without a process is driving without roads — there is no point to even having a car," Burns explained.

In this Summit session replay, you will learn:
  • Why search is (even) more important than ever to your marketing efforts

  • How photographic imagery sharpened user response

  • Why great results don't always have to be complex

  • And much more

Download the slides to this presentation

Related Resources

Web Optimization Summit 2014 New York City, May 21-23

Where to Test, What to Test, What to Ask

Air Canada Case Study: The Biggest Mistake I Ever Made

The WOW! Computer: How firstSTREET applied a radical redesign to deliver a 500% sales increase

Testing and Optimization: SAPís Test Lab increases digital leads 27%, leads to 20% budget savings

Testing and Optimization: SAPís Test Lab increases digital leads 27% [Part II]



Please refer to our Privacy Policy and About Us page for contact details.