SAP SE (NYSE: SAP) today announced that the company is planning to combine insight with customer engagement to help marketers deliver increased precision, new audiences and more conversions. By using Facebook’s scalable Custom Audiences targeting capability, which enables marketers to onboard their first party customer data to effectively reach those people on Facebook, with SAP® solutions for customer engagement, it is anticipated that businesses will be able to run simple by quickly and cost-effectively scale their campaigns and commerce initiatives. This solution is envisioned to also provide a closed loop that can track campaign performance from impression to revenue with a higher degree of precision. The announcement was made at SAP TechEd® && d-code®, being held November 11–13 in Berlin.
The SAP Customer Engagement Intelligence solution powered by SAP HANA® will be designed to combine an SAP customers’ enterprise data on its customers with buying behaviors to better target advertising to the right individual at the right moment. The announcement includes plans for the solution to be able to create categories from enterprise data to reach subsets of customers more effectively using Facebook advertising. It is expected that this will enable marketers to cast a wider net for new customers by mapping an audience profile that a marketer creates using predictive buying propensity models within SAP Customer Engagement Intelligence to Facebook.
“Facebook is one of the leading digital advertising platforms,” said Kevin Ichhpurani, senior vice president and head of Corporate Business Development and Strategic Ecosystem, SAP. “SAP customers want to use Facebook to promote their brands, products and services. With this new offering to SAP Customer Engagement Intelligence, our customers will be enabled to more effectively find their target audience on Facebook, measure their ad spend and track conversations to give a more accurate and comprehensive picture of an advertising program’s effectiveness.”
Unveiled for the first time at the SAP TechEd && d-code, this planned solution is another step toward reaching SAP’s vision for omni-channel customer engagement and commerce: a vision that sees businesses combine rich insight with process execution to help simplify the way businesses engage with customers along the entire customer journey — including the moment of purchase — to help deliver great experiences across channels.
“It is clear that SAP wants to help marketers improve the accuracy of their campaigns and provide the granular, closed-loop ROI analysis that is often challenging in digital campaigns,” said Blake Chandlee, VP, Partnerships, Facebook. “We have a common goal of helping marketers reach the right audiences at the right time.”
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