Hybris Software haslaunched a new marketing solution that unifies customer data into one
centralized hub, allowing companies to unleash the power of truly
contextual marketing. Having real-time context-based data about individual
customers and anonymous visitors enables brands to deliver contextual,
consistent and relevant experiences throughout a customer journey, regardless
of the marketing channel or device. Leveraging the SAP® hybris marketing
solution will set a new standard for marketers, according to the company, and
improve current marketing
programs, opening up new approaches to
serving customers with relevant contextual marketing.
“Marketing today has some fundamental challenges to get to
real personalized marketing. Without the right context and a real-time
understanding of each customer, this is impossible. The fact that in so many
organizations customer data is scattered across disparate systems means that
marketers end up bombarding people with messages that are not always relevant,”
comments 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 1-to-1 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 SAP hybris solution uses real-time contextual data to
continuously update a 360-degree profile of both identified customers and
prospective customers. This dynamic profile spans what each customer has done
in the past, what they might do in the future, and what they are most
interested in at any moment in time. Using powerful targeting tools, marketers
can reach customers through 1-to-1 personalized campaigns on the Web site, via
e-mail, digital display advertising, trigger a sales or service call, or push
messaging to mobile applications and devices. Campaigns can be automatically triggered
by customer behaviors in real time, planned and scheduled by marketers, or
created ad hoc by marketers with a few clicks of a
mouse.
The marketing platform has seven
core elements: Dynamic customer profile engine; Segmentation, predictive analytics,
and contextual analysis engines; Marketing planning, budgeting, and
orchestration; Recommendations and on-site targeting; & Real-time,
behavior-based remarketing& Marketing performance management.
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