With data the primary currency of the digital world, SAP has launched its Digital Consumer Insight data service via SAPStore.com.
The service pulls together insights into physical consumer behaviour, based on near-real-time mobile data, as well as details on where consumers are coming from, age groups and gender, comparison with other locations and competitors and the devices they are using. Data is anonymised and aggregated to protect the privacy of individual subscribers.
“A wealth of information is available about consumer behaviour online but, until now, it was impractical for businesses to get similar information about consumer behaviour at physical locations,” said Jonathan Becher, chief digital officer and head of SAP Digital.
“SAP Digital Consumer Insight allows businesses of every size to benefit from knowing more about consumers at a given location. The insights will allow them to improve their products and services, run better marketing campaigns, scout locations for expansion and even learn more about competitors.”
The service will initially be based on US mobile data, with SAP planning to add data from additional geographies by the end of the year. It is expected to be particularly attractive to independent marketers, retailers and business owners, as well as those in marketing, sales and planning departments and agencies.
Emma Matthieson, director of marketing, Brooklyn Bowl, said, “A crowd can change from night to night. We want to be able to customise the overall experience as much as possible – from music to menu to drink specials. SAP Digital Consumer Insight lets us see the mix of people coming in for each event. We can also tailor our advertising to bring in similar people who will love the experience.”
Pricing starts at US$439 for one data file, or five data files for US$1429.
The announcement was made at the 28th annual SAPPHIRE NOW conference.
