SAP commissioned Forrester Consulting to conduct a Total Economic Impact™ (TEI) study and examine the potential return on investment (ROI) enterprises may realize by deploying the SAP Hybris Marketing solution. The purpose of this study is to provide readers with a framework to evaluate the potential impact of the SAP C/4HANA Marketing solution on their organizations.

To better understand the benefits, costs, and risks associated with this investment, Forrester surveyed and interviewed 45 customers with years of experience using SAP's C/4HANA Marketing solution and developed a composite organization based on benefits and cost data gathered from the customer surveys and interviews.

Prior to using SAP C/4HANA Marketing Cloud, the composite organization had little to no mechanism to consume customer insights through real-time analytics, and therefore was unable to influence and make real-time adjustments through various marketing channels.

Benefits and costs included:

  • $10.1 million increase in incremental revenue from increase in average order value
  • $2.7 million increase in incremental revenue from improved email conversion rate
  • $851,000 reduced disparate marketing systems and integration costs

For more findings from the study, download the report.