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One of the biggest challenges that companies face is their incomplete picture of customers. Many organizations have inadequate systems for gathering customer information, which makes it difficult for them to know who you are, cater to your needs or respond to your concerns.

“Does it enable you to retake penalties?” British Prime Minister Cameron (far left) jokingly asked German football star Oliver Bierhoff (far right) during a demonstration of SAP big data analytics at CeBIT 2014.

“They want to know who you are because they want to provide you better service,” SAP Vice President of Cloud Solutions Strategy sven.denecken/profile said in an SAP TV video published Tuesday. “Or if you complain, they will provide you with a solution.”

SAP’s cloud solutions offer a 360-degree view of customers by analyzing both unstructured and structured data, according to Denecken, who spoke on Day Two of the international computer expo CeBIT 2014, held annually in Hanover, Germany. On Day One, the company announced a new version of SAP Business One to help small- and medium-size enterprises (SMEs) analyze huge volumes of structured and unstructured data in real-time.

“Flexible deployment is another key factor for the system, with enterprises able to have the solution on-premises or in the cloud, with a great degree of scalability,” noted on Monday. “SMEs using the Business One application for SAP HANA will be able to optimize business planning and operations, benefiting from much deeper insight into customer behavior.”

Also on Day One, German Chancellor Angela Merkel and British Prime Minister David Cameron got a demonstration of big data analytics -- including real-time statistics about soccer players and fans -- from German soccer star Oliver Bierhoff and SAP Co-CEO jimhagemann.snabe.

“Sport is a great way to tell our story; how you can get your fans -- i.e., your customers -- more connected; how you can optimize your business in real time; and how you can use big data and the speed of HANA to run your business better,” Snabe said. “It’s a great way to get people to understand what we do in a sport that they love.”

Follow Derek on Twitter: @DKlobucher

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