SAP HELPS FORBES DO WHAT THEY DO BEST, EVEN BETTER.

SAP BusinessObjects is our central nervous system because it empowers our organization to make smart decisions based on data trends. It also helps us predict future trends accurately.

Michael Smith, President of Forbes.com

COMPETITIVE ENVIRONMENT Forbes operates in a highly competitive environment so retaining and expanding their advertising base is an ongoing challenge. To gain a competitive advantage, Forbes needs to have a clear understanding of who their readers are. Rich Karlgaard, publisher of Forbes, understands the value of mining for relevant data. Unless you can get data and information in real time, make sense of it, see patterns, and be able to answer client questionsyou just dont compete today. THE RIGHT SOLUTION To access key consumer trends and statistics, Forbes needed a robust business intelligence system to combine third-party data with their own internal information. Louie Torres, director of Media Solutions at Forbes, headed up the initiative. We did a complex matrix to understand what products were available. We looked at a variety of solutions, but SAP BusinessObjects fit us best. It was the right product because of its ease of implementation and use. A WEALTH OF KNOWLEDGE With SAP BusinessObjects solutions Forbes can now use the demographic and psychographic data of their online subscribers to target campaigns and increase ROI for their advertising clients. Michael Smith, president of Forbes.com, emphasizes the importance of SAP BusinessObjects. The biggest benefit of using SAP BusinessObjects is that it helps us to optimize advertising campaigns so that our customers are getting better return for their marketing dollar. SCALABLE SOLUTION Not only have SAP BusinessObjects solutions helped Forbes expand its advertising base, they have also helped reduce telecommunication costs and eliminate redundant equipment. Because the solutions are easy to use, and offer a broad range of benefits, Forbes intends to roll them out across the organization to provide reporting and analysis for all of their business units. Torres sums up the relationship with SAP software. We have to make decisions, but we have to make the right decisions. Being able to understand our customer base in a highly intuitive manner, in real time, is critical to our success.

FORBES Leaders in financial and business news for online and print media. Industry: Web site: Solution: Media print and digital forbes.com SAP BusinessObjects Headquarters: New York, NY

TOPLINE RESULTS Integrated systems in just 65 days Provided in-house research and reporting capabilities Eliminated redundant IT equipment Expanded advertising base

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