Case Study: SAP achieves higher conversions and clearer attribution with Adobe Marketing Cloud

SAP uses Adobe Marketing Cloud to create high-impact, optimized digital experiences that increase conversion

SAP set an ambitious goal to reach one billion users and needed a more focused, data-driven digital marketing strategy to deliver the right message at the right time across devices and geographies. The company faced challenges scaling personalized experiences across global web properties, driving higher-value leads, and accurately attributing complex, multi-touch customer journeys.

To solve this, SAP deployed Adobe Marketing Cloud (Analytics, Target, Experience Manager) to analyze behavior, run frequent A/B tests (about 100 site iterations a year and 25+ real-time tests per quarter), and publish personalized content at scale. The results included up to a 47% lift from button optimizations, personalization driving 300% more conversions than one-off campaigns, and improved attribution (display ads were overvalued by 8% while SEM was undervalued by 14%), all while streamlining reporting and workflows.

SAP

Shawn Burns

Global Vice President, Digital Marketing, SAP