Customer First Thinking The Future of Customer Data Management: An Interview with Chris O’Hara, Global Product Marketing Lead, SAP Data and Analytics
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May 29, 2025 Chris O’Hara, Global Product Marketing Lead at SAP Data and Analytics and author of 'Data Driven', shares his expertise on customer data management. He discusses the critical need for businesses to unify customer data in a world driven by AI and personalization. O'Hara highlights the evolution from traditional systems to modern data strategies, emphasizing the importance of first-party data. He also delves into the challenges of the ad tech ecosystem and the future potential of AI in enhancing customer interactions and decision-making processes.
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Kellogg's Ad Waste Revealed
- Kellogg's was repeatedly targeting the same people with up to 500 banner ads monthly, wasting ad spend.
- Suppressing ads to individuals after 12 views saved Kellogg's $20 million annually.
Customer Data is Atomic
- Customer data is the atomic element for enterprise business systems.
- The world operates on people-based relationships, making data about customers critical.
ERP and Marketing Data Fusion
- Combining ERP supply chain data with marketing demand data bridges key business silos.
- This fusion enables accurate inventory planning and revenue forecasting.
