SAP NetWeaver and Data Services: All You Need for Marketing Campaigns

  • by Kevin Schlueter, Enterprise Architect
  • Sandy Yang, Data Platform Engineer
  • August 22, 2013
Kevin Schlueter and Sandy Yang show how they helped one company manage its lists for marketing campaigns with SAP BusinessObjects Data Services and SAP NetWeaver. The company replaced a third-party campaign system with a standalone marketing campaign list, saving costs, complexity, and time.

Marketing campaigns allow businesses to acquire new customers and retain existing ones. They also support gathering customer intelligence through surveys and contests. This customer intelligence can help develop new products, evaluate the suitability of existing products, and suggest additional products or services that a customer may find useful.

We are going to show you how we were able to replace a third-party software as a service (SaaS) marketing campaign system with SAP NetWeaver and SAP Data Services. We estimate that the project paid for itself in fewer than two years. This software was written for the Globe and Mail, which is a major Canadian media company, publishing the country’s largest circulation national newspaper and one of its major Web sites.

In addition to savings, we improved our data quality, gained the confidence of our users, and mitigated several important privacy and security concerns by keeping the data within our own data center. Although outsourcing is now a common way to save money, we demonstrated that sometimes in-sourcing also makes sense.

Kevin Schlueter

Kevin Schlueter, enterprise architect, spent far too long in school getting a PhD, after which he did quite a bit of Web and software architecture consulting for a variety of clients, including the Toronto Stock Exchange and KPMG. This led to a job at the Globe and Mail, a major Canadian media company, during which he was lured into the world of SAP and BW. About four years ago, he became the Globe’s first enterprise architect, which means he now works simultaneously in the areas of Web software, SAP, SAP BW, big data analytics, enterprise systems, and cloud computing.

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Sandy Yang

Sandy Yang worked as a Web application developer for several major Canadian websites for five years, winning a Gemini award for her work on the Canadian Idol Web site. Because she couldn't handle the fame, she moved over to the world of SAP, specializing in SAP BW. She later expanded her SAP horizons with BPC, Data Services, ABAP development, and Basis administration. Since that still wasn't enough, she decided to explore Cloud-based data analysis using SAP HANA One as well as Hadoop, Pig, and Hive. She recently began working in a DevOps role, at Terapeak, a leading e-commerce analytics company.

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