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Testing: A discussion about SAP's 27% lift in incremental sales leads

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Information about Testing: A discussion about SAP's 27% lift in incremental sales leads
Business & Mgmt

Published on May 1, 2013

Author: marketingsherpa

Source: slideshare.net

Description

This quick, 30-minute MarketingSherpa webinar. Daniel Burstein, Director of Editorial Content, MECLABS, will be interviewing Shawn Burns, Vice President of Digital Marketing, SAP, on how he and his team set up a marketing testing lab at one of the largest software companies in the world.

They'll cover:

-The processes and methodologies SAP established to generate a 27% lift in incremental sales leads from digital and digital marketing budget savings of 20% created by the test lab

-How SAP prioritizes the 25 digital tests it runs every quarter

-How his team helped establish a testing culture in SAP
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How SAP produced a 27% lift in incremental sales leadsTesting

Today’s presentersDaniel BursteinDirector of Editorial ContentMECLABS@DanielBursteinShawn BurnsVP, Digital MarketingSAP@shawnpburns

Join the conversation#SherpaWebinar

Results27% Increase in incremental sales leads20% Digital marketing budget savings““My passion is ensuring digital adds measurable value to sales pipeline andrevenue – if not, whats the point?– Shawn Burns

Content andOffersRegistration andForm PagesDesign andLayout*Potential Lift is based on the positive benefit seen in actual tests.6Up to 780%Up to 97%Up to 92%Overall Category Potential Impacts

About ShawnWorldwide lead for SAP Digital Marketing, including online demandgeneration, search media partnerships and our flagship website, SAP.com andits 72 country sites in 40 languages. Shawn is based in Paris.

SAP had a dozen different Web analytic approachesSeeking a single source of truthImage Attribution: TheBusyBrain

• 61,344 employees• Headquarters: Walldorf, Germany• Operates in more than 130 countriesAbout SAP

““If you make Web analytics everybody’s job, youquickly realize it’s nobody’s job.– Shawn Burns

What does SAP Test Lab do?SAP Test Lab is an internal team at SAP dedicated to testing the SAP web presence.Using data from real customers, SAP Test Lab finds what works best to drive more leadsfrom the traffic you already have, right now. That way, you can optimize your marketingstrategy by uncovering new insights about your visitors and how to serve them best.3

How can SAP Test Lab help me?We’ll show you what practices we tested and what our results were, so you’ll have insight intothe best ways to impact your bottom line — fast.You’ll see four areas that help you understand how and why we tested each idea, and whatthe outcome was: Proposition, Result, Insight, and Impact. We’ll also introduce categoriesand relevancy to show you which areas each insight applies to, so it’s easy to introduce theseprinciples in your online marketing campaigns.Find out how SAP Test Lab’s knowledge can improve your online marketing efforts anddrive tangible, measurable results, now.One Marketing-Generated Lead €XX

Testing ResourcesTeam

In-Market TestsControlSpotlights section onSAP.com

In-Market TestsTreatment62% more engagement (aggregateresults across tests in 7 differentcountries)Regional Preferences433% better engagement in Chinathan in the U.S.

Three Key Steps1 Determine analytics abilities23Use analytics to testCreate a framework to learn from tests

Thank youDaniel BursteinDirector of Editorial ContentMECLABS@DanielBursteinShawn BurnsVP, Digital MarketingSAP@shawnpburns

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