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SAP's hybris launches contextual marketing platform

Ike Suarez | Feb. 16, 2015
Vendor claims solution is industry's first to provide all-round view of a customer to enable effective targeted marketing and analysis.

Hybris Software has launched a solution that it claims is the industry's first contextual marketing platform.

A press statement by the Zug, Switzerland-based vendor said the SAP hybris Marketing solution unifies granular customer data into a centalised hub and gives out real-time and context-based data about individual customers and anonymous visitors.

Such data continuously updates a 360-degree profile of both identified and prospective customers to show what each of them has done in the past, what they might possibly do in the future and what they are most interested in at a given moment.

With these data, marketers can then reach customers through one-on-one personalised messages by way of website, email, digital display advertising, sales or service calls, or push messages to mobile applications and devices.

Such campaigns could be automatically triggered by customers in real time, planned and scheduled by marketers or created impromptu with a few mouse clicks.

The press statement said the solution has seven core elements, namely: dynamic customer profile engine; segmentation; predictive analytics and contextual analysis engines; marketing, planning, budgeting and orchestration; recommendations and on-site targeting; real-time behaviour-based marketing; and marketing performance management.

Hybris Software was acquired by SAP in 2013.


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