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Technology / AI and automation

SAP and Raab collaborate on free marketing analysis tool

SAP has collaborated with Raab Associates to create a marketing gap analysis tool. The free interactive tool will provide marketers with personalised recommendations on focus areas for investment in their organisation.

The marketing gap analysis tool will ask a series of questions about the organisation’s profile, marketing programs, current systems and process. The tool will then evaluate that information and provide analysis of the organisations current marketing technology foundation.

David Raab, principal, Raab Associates, said: "Like any good consultant, we start by asking marketers what kind of programs they want and what their current systems look like."

"Based on that, rules within the tool can determine the system capabilities required to run each program, aggregate these into a consolidated set of requirements and compare the requirements with existing capabilities for a gap analysis."

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"The process provides an educated starting point for internal discussion on strategic changes that should be made and how to implement them."

The tool’s recommendations will include, strategies to consider in general architecture, such as integrated suite, shared customer data platform or application-based industry-specific issues, such as regulatory concerns and identification of gaps in specific marketing systems.

This article is from the CBROnline archive: some formatting and images may not be present.