SAP Customer Engagement Intelligence

The SAP SE company announced in November, 2014 plans of use of analytical information in solutions for customer interaction to help marketing specialists to plan more precisely the actions and to attract new audience.

It is expected that using the instrument of targeting of Facebook Custom Audiences allowing marketing specialists to use personal data about clients for effective communication with them in Facebook and SAP solutions for customer interaction, the companies will be able to wage quicker and more economically the campaigns and promotion activities. The solution includes the feedback channel allowing to estimate more precisely efficiency of a campaign — from the made impression up to the income volume. It it was announced at the SAP TechEd && d-code conference which was taking place in Berlin from November 11 to November 13, 2014.

The developed SAP solution Customer Engagement Intelligence based on SAP HANA will integrate the data collected by the companies about clients with information on consumer behavior that will allow to select more precisely the addressee and time for target advertizing. The solution provides an opportunity to separate corporate data on categories for improvement of advertisement impact in Facebook into separate subgroups of clients. It is expected that it will allow marketing specialists to attract more successfully new clients, using the audience profile created using forecast models of purchasing habits in SAP Customer Engagement Intelligence in Facebook.

This solution for the first time presented at the SAP TechEd && d-code conference will become for SAP the next stage of implementation of the concept of a multi-channel customer service. The concept provides use of analytical information at accomplishment of business processes for simplification of customer interaction at all stages, including the purchase moment, and providing the highest service level on all sales channels.