Today, only a few clicks separate us from the products or services we want to purchase. From a company’s perspective, however, those clicks are preceded by hard work: Well thought-out marketing strategies have to catch the customer’s attention on a product and persuade him to buy it. But how do companies know what marketing strategy to choose – and which potential customers to address? Philips, a leading healthtech company, has found answers to these questions – with the support of Celonis Process Mining. In a first of its kind project, the company uses the big data technology to keep track of the web user journey.
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