Acloudear attended the SAP Emarsys Summit: Breaking through traffic bottlenecks and driving accurate growth

When the traffic dividend fades, how can brands shift from being ‘eye-catching’ to ‘understanding people’s hearts’?

On May 28, 2025, Acloudear, as a SAP Platinum Partner and representative of digital marketing solution innovation, was invited to attend the SAP Emarsys 2025 Overseas Brand Growth Summit held in Shenzhen. The summit focused on new paradigms for brand growth in the post-traffic era, delving into core issues such as balancing cost reduction and efficiency improvement amid shifting user behavior, building sustainable brand data assets, and the restructuring of precision marketing through AI technology. The event aimed to help brands achieve a strategic transformation from ‘traffic dependency’ to ‘precision operations.’

During the roundtable discussion, Mr. Wang Qi (Tankler), partner of Acloudear, used real-life issues faced by brands going global as a starting point to share the core ideas behind brands’ transition from ‘traffic dependency’ to ‘precise growth.’

‘Over the past decade, the internet traffic dividend has driven rapid growth for businesses, but now that traffic costs are rising and user attention is scattered, extensive growth is no longer sustainable. How can businesses bridge the gap between ‘traffic dependency’ and ‘precise operations’?’

Tankler stated directly that this transformation requires overcoming four key challenges:

1.The isolation and fragmentation of customer data: Customer data is scattered across different channels and systems such as e-commerce platforms, CRM, and offline stores. These data cannot form a unified and dynamic customer view, resulting in enterprises not understanding the complete profile and cross-channel behavior of customers.

2.Disconnection between marketing strategies and execution: Many enterprises have marketing strategies, but at the execution level, due to the limitations of tools and systems, the complexity of processes, and the difficulty of cross-team collaboration, the strategies cannot be effectively implemented or the response speed cannot keep up with market changes.

3.The contradiction between personalized experience and scale: In the era of traffic dividends, enterprises may still be able to achieve growth through extensive marketing. After the fading of the traffic dividend, extensive marketing is no longer sustainable. Today, consumers long for a personalized experience consistent across all touchpoints, but it is clearly unrealistic to customize communication plans one by one. How to use technology to achieve large-scale ‘one-to-one’ services has become a key challenge for brands to break through.

4.Lag in effect measurement: The effectiveness assessment of many enterprises’ marketing activities often remains at the surface data level, such as open rate and click-through rate, making it difficult to deeply understand the true contribution of marketing activities to business outcomes (such as sales volume and customer lifecycle value). Precise operation requires that marketing investment be measurable and optimizable. All of these require powerful reporting and analysis capabilities.

‘When enterprises invest a large amount of resources in collecting data but still face the predicament of ‘data accumulation’ that is difficult to convert into value, how can data truly become a fuel for growth?’

When it comes to data, Tankler pointed out that the value of data lies in its continuous activation and accumulation. Especially in the current AI era, data will bring greater value to enterprises. Data itself is not gold; only data that has been refined, activated and can continuously generate value can be called ‘assets’.

He also stated that the construction of data assets requires a three-step closed loop: Firstly, it is necessary to integrate multi-touchpoint data (behaviors, transactions, interactions, services, etc.) to form a dynamic 360-degree customer view; Based on this, design the full-cycle interaction strategy (such as the welcome journey, shopping cart recall, etc.), and transform each precise interaction into customer assets (deep understanding + loyalty +LTV); Ultimately, through personalized experiences that exceed expectations, an irreplicable customer insight and interaction model is accumulated to build the brand’s core competitive barrier.

‘Many brands are confronted with a realistic predicament in their digital transformation: fragmented tools and fragmented data have trapped marketing teams in trivial execution, making it difficult for them to focus on strategic innovation.’

Tankler shared the practical experience of Acloudear. He stated that in terms of helping enterprises improve marketing efficiency, enhance competitiveness and achieve precise growth, Acloudear focuses on optimizing the customer interaction technology architecture of enterprises, and SAP Emarsys plays a core role in it. We build three core architectures for the brand through SAP Emarsys:

1.Unified omnichannel platform: Break down tool fragmentation and data silos, integrate multiple touchpoints such as email, SMS, and apps, and achieve dynamic customer views and consistent message delivery, such as the large-scale reach of cross-channel personalized activities.

2.Intelligent Automation Engine: Replace inefficient manual operations with AI-driven customer journey automation (such as behavior prediction and intelligent recommendations), enabling marketing to transition from ‘rule-based triggers’ to ‘data-driven decision-making.’

3.Integrated Ecosystem: Seamlessly integrate with core systems such as SAP Commerce Cloud and CDP, for example, with plug-and-play order confirmation and shopping cart recovery features, unlocking data value and accelerating business closure.

Through these architecture-level reconstructions, Acloudear helps enterprises make a leap from ‘execution efficiency’ to ‘strategic insight’, reducing costs and increasing efficiency while building an irreplicable customer experience barrier, ultimately achieving sustainable and precise growth.

‘Facing the challenge of the continuous emergence of AI tools but their difficulty in implementation, how can enterprises truly enable AI to drive marketing decisions?’

‘The intelligent transformation from data to decision-making in the marketing field means making data and AI the core engines driven by strategy.’ Tankler pointed out that Acloudear, relying on the AI capabilities of SAP Emarsys, helps enterprises reconstruct the precise marketing system in the following aspects:

1.Data Cornerstone: Integrate customer data from all channels (websites, apps, emails, e-commerce platforms, offline, etc.) to form a unified customer view and capture customer behavior in real time, providing dynamic support for subsequent AI applications;

2.AI embedded marketing segment

①Content creation: The AI theme line generator generates high-conversion copy based on user preferences.

②Audience positioning: The AI segmentation generator describes the complex customer group logic in natural language;

③Product recommendation: AI engine based on historical behavior recommend related products, shorten the content preparation time;

④Channel optimization: send time optimization (STO) function prediction customer active period, increase the rate of opening.

3.Automation and Intelligent execution: Build highly personalized and automatically running customer journeys;

4.Actionable insights: strengthens the function of report by AI, continuously optimize marketing strategy;

5.Man-machine coordinated team can assign: Emphasize that AI tools do not replace marketers, but rather enable teams to master AI capabilities through training and practice, allowing them to focus on strategic innovation and creative expression, while entrusting repetitive analysis and execution to AI.

Tankler concluded, ‘Acloudear’s goal is to free the marketing team from repetitive work, allowing them to focus on strategic innovation and value creation. Ultimately, it aims to transform the ‘traffic thinking’ into a ‘customer management thinking’, achieving precise growth that ‘speaks with data and makes intelligent decisions’, and building an insurmountable brand moat.’

When the traffic dividend becomes history, true growth begins with the in-depth exploration of customer value. Acloudear is committed to leveraging the advanced technologies of SAP Emarsys to help overseas brands truly shift from relying on experience and intuition to scientific decision-making driven by data and intelligence, thereby maintaining a leading position in the fierce market competition!

This article "Acloudear attended the SAP Emarsys Summit: Breaking through traffic bottlenecks and driving accurate growth" by AcloudEAR. We focus on business applications such as cloud ERP.

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