Case Study: Philips achieves full customer-journey transparency and smarter digital marketing with Celonis Process Mining

How Philips Innovates Digital Marketing Strategies with Celonis Process Mining

Philips, the global health‑tech company with ~€17.4bn turnover and 73,000 employees, needed to turn vast web analytics data into a clear, customer‑journey–oriented view to improve marketing, self‑service and lead conversion. To complement its existing analytics stack, Philips selected Celonis and its Celonis Process Mining technology to visualize and explore end‑to‑end web user journeys.

Celonis Process Mining was implemented centrally (integrating tracking data via AWS/S3 into a Celonis data model) to give marketers intuitive, process‑oriented visualizations and always‑on optimization. The Celonis deployment onboarded roughly 40 users within weeks, delivered full end‑to‑end visibility of customer journeys, and enabled Philips to identify journey patterns, reallocate marketing spend, boost web orders/lead conversion and reduce avoidable customer support contacts.

Philips

Paul Poels

Global Head of Digital Analytics and Marketing Effectiveness