SAP’s Martech implementation in the current marketing landscape - challenges, solutions and trends

Gigor Áron (2025) SAP’s Martech implementation in the current marketing landscape - challenges, solutions and trends. ['eprint_fieldopt_faculty_mük' not defined].

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Absztrakt (kivonat)

Marketing functions have recently been shifting towards integrating technological processes. A few years ago, this field may have been considered primarily a creatively driven one, but the professionals of today must possess deep technical ability to stay competitive. Precisely because of this interdisciplinary transformation of marketing, the term MarTech has recently emerged and has been gaining increasing amounts of traction. It is essentially impossible to effectively describe and evaluate modern marketing processes without exploring the underlying technical architecture. The present thesis aims to evaluate SAP's current MarTech strategy - challenges, solutions and trends - to illustrate the present state of the marketing field. Ultimately, the most prevalentchallenges today are primarily related to GDPR compliance on a global scale, designing data pipelines that can analyze the behavior of self-serve customers and employing workforce which is skilled in both business and the underlying technology. In addition, the most relevant marketing related trends that SAP experiences are the evolution of digital channels and the implementation of AI solutions. Finally, it is undoubtedly the case that hype plays a role in the potential implementation of newly emerging technologies, but conscious evaluation and the prioritization of transparent communication is more important than employing high-traffic keywords. SAP focuses on long-term positive impact over short-term benefits, which is well illustrated by hype-cycles.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	CDP (Customer Data Platform), CRM, Digital marketing, GDPR (General Data Protection Regulation), marketing technology, Martech, SAP
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:48
Utolsó módosítás:	2026. Júl. 09. 11:48

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