SAP Digital Consumer Insight aims to help marketers tailor their efforts on the fly
SAP's Digital Consumer Insight service offers information about visitor demographics.
Marketers can tap virtually limitless volumes of data about customers' online activities, but the offline world isn't nearly as forthcoming.
Called SAP Digital Consumer Insight, the service taps consumers' mobile data to deliver details on where they're coming from, their age groups and gender, and the devices they're using.
Equipped with the result, marketers can tailor their advertising, proximity marketing, location planning, and sales strategies and campaigns to the people currently present at a particular location.
A crowd can change from night to night," said Emma Matthieson, director of marketing for Brooklyn Bowl, an entertainment venue with locations in New York, Las Vegas, and London.
The service is currently based on U.S. mobile data, but SAP plans to add data from additional locations by the end of the year.