testing: a discussion about sap's 27% lift in incremental sales leads

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

Post on 13-May-2015




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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


  • 1.How SAP produced a 27% lift in incremental sales leadsTesting

2. Todays presentersDaniel BursteinDirector of Editorial ContentMECLABS@DanielBursteinShawn BurnsVP, Digital MarketingSAP@shawnpburns 3. Join the conversation#SherpaWebinar 4. Results27% Increase in incremental sales leads20% Digital marketing budget savingsMy passion is ensuring digital adds measurable value to sales pipeline andrevenue if not, whats the point? Shawn Burns 5. 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 6. 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. 7. SAP had a dozen different Web analytic approachesSeeking a single source of truthImage Attribution: TheBusyBrain 8. 61,344 employees Headquarters: Walldorf, Germany Operates in more than 130 countriesAbout SAP 9. If you make Web analytics everybodys job, youquickly realize its nobodys job. Shawn Burns 10. 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 11. How can SAP Test Lab help me?Well show you what practices we tested and what our results were, so youll have insight intothe best ways to impact your bottom line fast.Youll see four areas that help you understand how and why we tested each idea, and whatthe outcome was: Proposition, Result, Insight, and Impact. Well also introduce categoriesand relevancy to show you which areas each insight applies to, so its easy to introduce theseprinciples in your online marketing campaigns.Find out how SAP Test Labs knowledge can improve your online marketing efforts anddrive tangible, measurable results, now.One Marketing-Generated Lead XX 12. Testing ResourcesTeam 13. In-Market TestsControlSpotlights section onSAP.com 14. In-Market TestsTreatment62% more engagement (aggregateresults across tests in 7 differentcountries)Regional Preferences433% better engagement in Chinathan in the U.S. 15. Three Key Steps1 Determine analytics abilities23Use analytics to testCreate a framework to learn from tests 16. Thank youDaniel BursteinDirector of Editorial ContentMECLABS@DanielBursteinShawn BurnsVP, Digital MarketingSAP@shawnpburns