Gibson Brands uses SAP Emarsys 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 how well it’s connecting with fans, informing the company’s road map and how to optimize.
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