hybris launches contextual marketing platform

By Freya Purnell
hybris software, an SAP company, has launched a new marketing solution which will unify customer data into one centralised hub and enable contextual marketing in real time.

According to hybris, with the SAP hybris Marketing solution, brands can use real-time context-based data about individual customers as well as anonymous visitors to deliver relevant, consistent experiences throughout a customer journey, regardless of the market channel or device.


The marketing platform has seven core elements:

  1. Dynamic customer profile engine
  2. Segmentation, predictive analytics, and contextual analysis engines
  3. Marketing planning, budgeting, and orchestration
  4. Recommendations and on-site targeting
  5. Real-time, behavior-based remarketing
  6. Marketing performance management, and
  7. The ability to work with an open ecosystem of marketing solution providers via open APIs.

Marketing has some challenges to offer real personalised marketing.

“The fact that in so many organisations customer data is scattered across disparate systems means that marketers end up bombarding people with messages that are not always relevant,” said Brian Walker, chief strategy officer, hybris and SAP CEC.

“With every search, browse, e-mail open, or site visit, individual customers are telling us about what they want or need, their desires and intents in that very moment. Until now these signals of intent have been near impossible for marketers to leverage. That’s why we believe that the SAP hybris Marketing solution has the power to transform mass communications into real one-to-one messages that connect directly with customers’ needs with not just the right message, but also at the right time through the right marketing channel.”

The new platform integrates the SAP hybris Marketing solution with the SAP hybris Commerce Suite, bringing together marketing, customer experience and omni-channel commerce. As a key part of the SAP solution set for customer engagement and commerce (CEC), it also sits alongside the SAP Cloud for Customer solution, which enables marketing, services and sales functions of B2B and B2C companies everywhere.

Developed on an open platform with an open partner ecosystem, the SAP hybris Marketing solution is available to deploy on either cloud or on-premise environments, with prepackaged integrations from marketing solutions partners, including Bloomreach, Facebook, Marketo, Sprinklr and Turn.

The new partnerships increase the number of vendors who are part of hybris Extend, the online integration marketplace for its customers, across categories including analytics, digital advertising, customer experience, in-store, payments and billing, and social.


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