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:
Download the slides to this presentation
- 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
Related ResourcesWeb Optimization Summit 2014
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