SAP has been named a major player in the IDC MarketScape report “Worldwide Artificial Intelligence in Enterprise Marketing Clouds 2017 Vendor Assessment.”
According to IDC MarketScape, the SAP Hybris Marketing Cloud solution provides customers with an opportunity to employ artificial intelligence (AI) and machine learning (ML) across many use cases and levels of complexity.
The report says the marketing cloud solution enables companies to:
* Deliver an enterprise-ready, data privacy–friendly solution on a single, unified architecture.
* Support both business-to-business and business-to-customer marketing in one solution with all analytics included.
* Include marketing planning, spend and budget management and attribution and loyalty management.
“The AI and ML use cases available from SAP Hybris Marketing Cloud are invaluable to digital marketers, particularly those operating at scale where rapid decision-making is crucial to conversion rates, average sale value and customer experience and loyalty,” says Gerry Murray, director, IDC Marketing and Sales Technology Research. “It’s currently all baked in at no additional cost, so customers of SAP Hybris solutions should embrace this technological windfall and accelerate to the forefront of AI-enabled marketing.”
According to Marcus Ruebsam, vice-president and global head of SAP Hybris solution management atSAP, enterprises recognize the value of a sustainable customer experience infrastructure that combines efficiencies such as AI-enabled recommendation engines, attribution analysis, interest affinity and social sentiment analysis.
He believes that in the era of the customer, today’s businesses must apply these types of capabilities in a single platform to truly optimize customer engagements and drive loyalty.
The report says there’s a strong case for making a full commitment to SAP Hybris solutions.