SAS MarTech Connect in Vienna

As a Marketing Leader at 赛仕软件 , attending the SAS Martech Connect event in Vienna just over a week ago was an inspiring experience that showcased the latest trends and innovations shaping the future of marketing technology. The event brought together some of the brightest minds in the industry, with thought-provoking discussions, practical insights, and real-world examples of how Martech is driving personalization and customer engagement to new heights.

The first day began with an eye-opening keynote on "The State of MarTech" by Frans Riemersma , who outlined the rapid evolution of the Martech landscape. Frans shared fascinating insights into the ever-growing Martech ecosystem, explaining how companies must adapt to the pace of change to remain competitive. But also that outperformers have a solid foundation in place and aren’t necessarily always using the latest and greatest stuff out there. His perspective on how to drive value with MarTech through strategy, processes and technology maturity was highly relevant for the audience in the room. I loved his statement ‘stop implementing software, start implementing customer business cases’, underlining the importance of bringing true value to the business.

Beyond this, the atmosphere throughout the event was energizing. Every session highlighted how Martech is transforming industries, from finance to telecom and sports, and it was inspiring to see so many professionals eager to collaborate, learn, and share their experiences. The energy in the room reflected the growing excitement about how advanced analytics, automation, and artificial intelligence are redefining marketing strategies across sectors.

A particular standout for me was Sanne Hombroek ’s presentation on how ING is scaling personalization across 5.5 million daily logins. Sanne walked us through how ING is using data to create personalized experiences for each user, despite operating at such a massive scale. His insights reinforced the importance of understanding individual customer behaviors, and how technology can be leveraged to meet those unique needs in real time.

As a proud Dutchman, I was particularly excited about the session titled "Behind the Scenes of the Orange Wave: Fan Engagement Strategies at the 2024 European Championship," presented by Rick Koetsier & Bas Hakvoort from the Royal Netherlands Football Association (KNVB). They shared a behind-the-scenes look at how they used SAS Customer Intelligence 360 to create exceptional fan experiences. How fan engagement strategies are being tailored for the European Championship, and how the KNVB is using data to create more meaningful connections with fans. Their innovative approach to uniting a nation around its favorite sport was truly inspiring!

Another standout session was presented by Negar Zaerzadeh and Sara Spadora from ICA Banken, who delivered an insightful talk on the power of timing in customer engagement. Their presentation, titled “The Customer Rules – Right Timing Increases Relevance, Loyalty & Long-Term Impact,” focused on how understanding customer needs and motivations can significantly contribute to a company’s long-term success. By deep diving into what drives customer behavior, they demonstrated how delivering the right message at the right time creates relevance, which in turn fosters greater loyalty and long-term profitability. This session underscored the importance of not just knowing your customer but engaging them when it matters most, reinforcing how MarTech enables brands to meet these moments with precision and impact.

One of my key takeaways from the event was how Martech is evolving from a set of tools to an integrated ecosystem that empowers organizations to build deeper, more personalized relationships with customers. Whether it was about scaling personalization, optimizing fan engagement, or driving agility in marketing strategies, each session reinforced the growing importance of a holistic Martech approach.

A huge thank you to the incredible cast of speakers and the SAS team — Sofia Real , Katharina Sternecker, MBA , Michael Obermaier , and Mike Blanchard — along with everyone behind the scenes who helped make SAS MarTech Connect Vienna such a success. SAS Martech Connect Vienna was a brilliant opportunity to explore the future of marketing technology together with our customers at leading brands across Europe and our esteemed SAS partners in the Martech space.

Here’s to the continued innovation in Martech and all the exciting possibilities that lie ahead!

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