The foundation of SAP’s marketing platform is called “hybris Marketing Data Management,” built from its SeeWhy and hybris technologies.
While SAP hasn’t explicitly called it a data-management platform, it claims the product compiles both implicit signals (clicks, page views) and explicit signals (conversions, transactions) to build profiles based on known and anonymous site visitors.
Hybris Chief Strategy Officer Brian Walker said unifying customer profiles and maintaining an open ecosystem (marketing automation systems, email services, data and demand-side platforms like Turn and other marketing platforms) is the focus.
SAP claims it can add context around financial information and contact center data, essentially drawing on its foundation in supply-chain management to make digital or offline marketing interactions more intelligent. (SAP, for instance, runs profitability analysis for customers like Colgate-Palmolive to determine how products are selling in-store.)
SAP's seen client-side demand to expand transactional-based data with behavioral intent signals.
“From a technology standpoint, the systems are different, so we need to look at ‘How can you marry the data together?’" Ramiya Iyer, VP of ecommerce technology for SAP customer Levi Strauss & Co., said during a recent customer panel. “From the time the customer goes online, gets a recommendation, opens up the app to when they finally go to the physical store, [it] can be a daunting exercise to pull together.”