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SAP Analytics helped

Germany win the 2014

World Cup, so when is

your turn to get your


When the Germany football team manager and SAP
brand ambassador Oliver Bierhoff approached the en-
terprise software company SAP in 2013 to look for inno-
vative ways to improve the team’s performance - after
the huge disappointment in the European Champion-
ship 2012 - he was also taking advantage of revolution-
ary technological Big Data analytics leaps of SAP.
Shortly afterwards, SAP and the DFB announced a part-
nership to improve the business processes of the feder-

Recently, this partnership has been extended to “co-
innovate on software-based solutions to enhance on-
field performance of Germany’s National Team”. SAP The big picture on Big Data in Asia Pacific Region
Match Insights is the first project with this intent, using
Big Data to help the German coaching staff make smart But let us now turn our attention to the region we are
decisions on tactics, player fitness, scouting, prepara- in. According to the study “The hype and the hope -
tion as well as in game management. The road to big data adoption in Asia-Pacific” con-
ducted by The Economist Intelligence Unit (EIU) in
Previously, the DFB had successfully implemented the 2013:
SAP CRM rapid-deployment solution powered by SAP
HANA as well as the SAP Event Ticketing software,  Firms in the Asia-Pacific region have not yet em-
both running in SAP HANA Enterprise Cloud.
braced big data, but they feel that they should:
The majority of businesses have barely begun using
But take a look at a brief video about Oliver Bierhoff big data. Just over a third say they have not made
speaking to SAP in regards in combining technology much progress while another 21% have no strategy
and football for the German team: for using big data at all. Some 36% of companies
are fairly well advanced in their adoption of big data,
but only 6% believe they are “very advanced”.  Uncertainty around what “big data” means may
also be hindering adoption: Only just over a third
of respondents (36%) disagree with the phrase “‘Big
data’ is a confusing phrase and I don’t really under-
stand what impact it has on me or my organization”.
Despite widespread use of the term, the survey
shows that organizations are not sufficiently com-
municating its meaning or value to their frontline em-
ployees. Some 53% of such employees haven’t
been sufficiently well informed about big data and
are unclear about its role within their organization.
 Leading economies are lagging in their use of
data: The adoption of data strategies by businesses
And chief analyst and DFB scout Christopher Clemens in the region has been relatively poor, even in some
demonstrated how, at the touch of a button, relevant of the more advanced economies. The worst per-
match scenes can be filtered out of the system and dis- former is Singapore, where 47% of respondents ad-
played on a tablet: mit their organizations have no big data strategy, as
do 36% in Australia and 42% in China. Hong Kong
lies at the other end of the spectrum: only 21% have

6 Asian eMarketing July 2014 - Marketing Analytics
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