In the ever-evolving digital marketing landscape, Covestro took a bold step toward transformation by redefining its marketing automation ecosystem.
Faced with fragmented tools and siloed processes, the company saw an opportunity to embrace innovation and scalability through the adoption of SAP CX solutions. Partnering with SAP and Deloitte, Covestro embarked on a journey to create a unified, future-ready architecture to streamline operations and drive impactful, personalized marketing.
The Ambition
Covestro is a global leader in high-quality polymer materials, serving diverse industries with innovative and sustainable solutions. Operating in a complex B2B environment, the company manages multiple business units and customer segments worldwide. This scale and diversity create unique opportunities but also challenges when it comes to delivering personalized, relevant experiences across all touchpoints.
Historically, Covestro’s marketing operations relied on fragmented systems and siloed data, making it difficult to gain a holistic view of customers and activate insights effectively. Existing tools limited scalability and personalization, while disconnected platforms hindered synergies between business units. As customer expectations for tailored, timely engagement continued to rise, Covestro recognized the need for a unified, data-driven approach.
The ambition was clear:
- Establish an end-to-end marketing ecosystem built on a single source of truth.
- Enable a 360° customer view to unlock the full value of data.
- Simplify the technology landscape to reduce complexity and improve governance.
By transforming its marketing architecture, Covestro aimed not just to modernize operations, but to create a future-ready foundation for scalable, personalized engagement - strengthening its competitive position in the global B2B market.
The Solution
To achieve its vision, Covestro partnered with SAP and Deloitte to implement a comprehensive SAP CX architecture. The goal was to overcome fragmented systems, enable personalization at scale, and ensure compliance with data protection requirements - all while creating a foundation that supports future growth.
The solution focused on three core SAP CX components:
- SAP Customer Data Cloud (CDC): Providing secure identity and consent management to build trust and ensure compliance.
- SAP Customer Data Platform (CDP): Aggregating and enriching data to create unified 360° customer profiles, improving data quality and enabling dynamic interest-based profiling.
- SAP Emarsys: Delivering advanced marketing automation capabilities to enable personalized, timely engagement across channels.
As Covestro’s trusted advisor and implementation partner, Deloitte designed a future-proof architecture that supports marketing automation use cases across these three systems and ensures seamless integration with other solutions in Covestro’s marketing and sales landscape. Our team guided the process from requirements gathering and architecture design to implementation, data integration, and migration - followed by rigorous testing and enablement to secure long-term success.
The Impact
Close collaboration between Covestro, SAP, and Deloitte ensured that strategy, architecture, and execution were fully aligned. Agile delivery and proactive communication across all stakeholders were key to managing complexity and dependencies.
Through these joint efforts, Covestro achieved a sustainable solution that delivers long-term value:
- Unified Customer Data & Improved Quality: A 360° customer view with consolidated profiles and higher data accuracy formed the foundation for data-driven marketing.
- Streamlined Lead Management: A more efficient lead process accelerated qualification and strengthened alignment with sales.
- Operational Simplicity & Scalability: A simplified architecture reduced complexity and maintenance while supporting sustainable growth.
- Dynamic Profiling & Personalization: Enhanced interest-based profiling now enables more relevant, timely engagement across channels.
This transformation goes beyond technology - it empowers Covestro to continuously innovate and adapt to changing market demands, paving the way for delivering personalized experiences at scale.
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