New Facebook-based customer intelligence solution for marketers

By Nicholas Greene
SAP will combine Facebook’s scalable Custom Audiences targeting capability with its own solutions for customer engagement in the new SAP Customer Engagement Intelligence solution powered by SAP HANA.

This combination of insight with customer engagement will assist marketers with the delivery of their messages at higher rates of conversion and precision, while also reaching new audiences, according to SAP.

The announcement was made at SAP TechEd && d-code in Berlin.

The solution will combine an SAP customer’s enterprise data on its customers with buying behaviours to better target advertising. There are also plans for the solution to have the capability to create categories from enterprise data to reach subsets of customer more effectively, enabling marketers to find new customers by mapping an audience profile.

“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.”

SAP’s vision is for businesses to run a ‘closed loop’ that tracks the results of marketing from first impression to actual generated revenue at an unprecedented degree of precision and accuracy. It will also enable scalability for campaigns and commerce initiatives in a cost-effective way.

“It is clear that SAP wants to help marketers improve the accuracy of their campaigns and provide the granular, closed-loop ROI (return on investment) 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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