How BMW KSA Uses SAP CDP for AI-Driven Personalization

Mohamed Yousuf Naghi Motors – BMW Group KSA (MYNM), the official BMW importer in Saudi Arabia, has implemented SAP solutions to unify customer data and apply it in real time. With a single view of the customer now in place, the company’s marketing team can act on insights immediately, personalize outreach, and coordinate engagement across multiple channels. 

Early results from this implementation are significant. For example, during a recent Ramadan campaign, the company reduced its Google ad spend by 50% while improving conversion rates through more precise audience targeting and relevant messaging.  

The outlet leveraged SAP’s Customer Data Platform (CDP) and SAP Emarsys customer engagement, along with Sinch’s communications platform, to streamline omnichannel delivery. 

Addressing Data Silos and Unlocking Personalization at Scale 

The project stemmed from MYNM’s limited ability to turn customer data into one-on-one engagement despite having rich information across sales, service, and digital touchpoints. Additionally, fragmented systems made it difficult to build complete customer profiles. This resulted in difficulties in tailoring communication based on real behavior, preferences, or intent. 

To resolve these challenges, the company first implemented SAP Customer Data Platform (CDP) to unify its first-party data with ERP and operational data, establishing a single, governed customer view. This central profile was used as the engine for detailed analytics and AI-driven engagement across the customer lifecycle. 

With data finally actionable, SAP Emarsys Customer Engagement was layered on to track real-time journeys. The platform empowers MYNM’s marketing team to activate insights instantly across channels, ensuring customers receive the right message at the right moment, based on their individual patterns and interests. 

According to MYNM Digitalization Manager Alawi AlAlawi, the shift is a game-changer, allowing the company to engage customers with greater relevance and consistency at every stage of the customer lifecycle. 

The shift also enabled the brand to diversify its outreach. MYNM moved from a reliance on email and SMS to an expanded omnichannel strategy covering WhatsApp, digital advertising platforms such as Meta, Instagram, Facebook, LinkedIn, TikTok, and its own web channel. This broadened mix gives the company more precision and flexibility in how it communicates with prospects and owners. 

Dr. Fahd Nawwab, Vice President of SAP KSA, said the project highlights how Saudi organizations are beginning to use AI to deliver measurable business outcomes. He added that the collaboration with MYNM shows how data-driven engagement can improve operations while strengthening customer relationships. 

What This Means for SAPinsiders 

Unified customer data is becoming foundational for modern engagement. MYNM’s approach shows how SAP Customer Data Platform can break down long-standing silos and create complete customer profiles that support consistent decision-making across marketing, sales, and service. 

Turning data into action requires a tightly integrated execution layer. The combination of SAP CDP and SAP Emarsys demonstrates how organizations can activate insights instantly and deliver targeted, cross-channel engagement, shifting customer data from a passive asset to a driver of personalized experiences. 

Real-time intelligence is now directly tied to measurable business impact. MYNM’s ability to reduce ad spend while increasing conversions underscores how SAP’s real-time insights can optimize campaigns and improve ROI. For SAPinsiders, operationalizing data will be essential to delivering tangible results from AI and customer engagement initiatives.