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According to Gartner’s Top 10 Strategic Technology Trends for 2017, Digital Technology Platforms will continue to provide the strategic building blocks to enable businesses to remain competitive. In fact, Gartner believes every organization will employ a mix of five digital technology platforms including information systems, customer experience, analytics and intelligence, IoT, and business ecosystems.

“We want systems that shift from people adapting to technology to having technology and applications adapt to people,” said David Cearley, Vice President and Gartner Fellow.

Fitting then, that SAP recently announced it has signed an agreement to acquire Abakus, a marketing attribution company that measures the customer’s journey across all channels to ensure marketers are optimizing marketing spend. The acquisition is expected to close in early 2017.

Founded in 2013, Abakus is a relatively young company yet its clientele includes some of the world’s most recognizable brands. By combining Abakus’ rich marketing analytics with SAP Hybris Marketing and SAP Hybris Profile, marketers will glean real-time insight into marketing performance to optimize campaigns and understand customer interactions across channels and devices.

“We are delighted to join the global SAP family and look forward to integrating Abakus with SAP Hybris Marketing,” said Alex Saldanha, the CEO of Abakus. “The acquisition is a result of the alignment of our two companies’ visions to provide customer-centric marketing performance through real-time software.”

Driving sales in the digital age

With digital marketing spend growing significantly, not to mention heightened concerns about inaccurate metrics, the combined power of SAP Hybris Marketing and Abakus can help Chief Marketing Officers (CMOs) and Chief Financial Officers (CFOs) better understand the contributions and effectiveness of their digital marketing investments. 

By combining Abakus’ rich marketing performance management capabilities with the SAP Hybris Marketing Cloud capabilities such as customer profiling, planning and automation, marketers will get unique insight into marketing performance to optimize campaigns and understand customer interaction across channels.

This type of visibility becomes critically important when you consider the following:

  • 97% of website visitors do not convert in any given session
  • 6 different devices are used by customers in making online conversions
  • 9x more returning visitors will convert than first time visitors
  • 5 touches across different channels on average are required before converting

“Our SAP Hybris Marketing goal is to offer the first omnichannel customer engagement solution on the market that helps our customers drive contextual experiences that lead to measureable business value”, said Brian Walker, Chief Strategy Officer, SAP Hybris. “Marketers need a trusted solution to understand what is driving sales – one based on real data, not models – to ensure they are using the optimal mix of marketing channels and messages.”

SAP Hybris Marketing customers include such major brands and organizations as the National Hockey League, Purchasing Power, and Porsche.

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