Gibson Brands uses SAP Ermarsys technology to better understand what its customers — or “fans” — want, and where each person is along in a unique journey. “We have fans that have never touched a guitar, all the way up to our artists,” Gibson’s Global Head of Direct-to-Consumer Josh Ehren said to SAP. “That is a massive span of different individualized types of fans that we connect with.”
Savvy use of data helps Gibson see whether how well they’re connecting with fans; data inform Gibson’s roadmap; and data informs how Gibson optimizes.
Read the article to learn more: https://sap.to/6056PU4Zi
00:37 “We’re Using Technology to Improve Our Fans’ Lives”
04:48 “Massive Span of Individualized Fans”
01:25 What’s Next For Gibson
