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SAP Drives Marketing Performance to the
Next Level Through the Acquisition of Abakus

December 14, 2016

SAP SE (NYSE: SAP) today announced plans to accelerate the leadership position of the SAP Hybris Marketing Cloud solution with the acquisition of Abakus, a cloud-based solution for cross-channel marketing measurement and optimization. Abakus integrates marketing and customer data, organizes it, measures incremental value and optimizes performance. This enables marketers to more efficiently acquire customers and effectively retain them, and to increase marketing ROI through closed-loop integration with their execution platforms.

Abakus will complement the SAP Hybris Marketing solution portfolio. The combination of Abakus’ marketing and performance management solutions with the SAP Hybris Marketing Cloud solution, including customer profiling and responsive journey management, will allow marketers to optimize marketing performance, understand customer interactions across channels and increase marketing efficiency.

SAP Hybris Marketing helps brands understand customer intent, and deliver contextual marketing and great customer experiences. Integrated predictive analytics provides the data to understand and automate marketing opportunities. Using Abakus, CFOs will benefit by understanding the true incremental value of marketing on business outcomes.

“Our goal is to offer the first omnichannel customer engagement solution on the market that helps our customers drive contextual experiences that lead to measureable business value,” said Brian Walker, chief strategy officer, SAP Hybris. “Marketers need a trusted solution to understand what is driving sales — one based on real data, not models — to ensure they are using the optimal mix of marketing channels and messages.”

Many measurement solutions are inefficient and inaccurate because they only report data regarding the last touch point prior to a transaction rather than analyzing marketing throughout the customer journey. As e-commerce proliferates, marketing and acquisition costs are becoming a drain on profitability, putting pressure on the chief marketing officer and chief financial officer to understand what is driving performance in real time. With the integration of Abakus, SAP Hybris Marketing Cloud provides an end-to-end solution to:

  • Reduce complexity by integrating data from multiple sources into a single unified view of the customer across disparate systems
  • Simplify marketing through automation of planning, personalization and optimization
  • Provide trusted measurement by using advanced analytics attribution to show what is driving sales

Abakus’ patented game theory–based attribution technology supports forecasting for media optimization and what-if scenarios for budget planning and optimization. By connecting the back office with the front office, customers can better understand and predict their customers’ behavior, and by using “live intelligence” they will be in a better position to deliver great contextual customer experiences.

With the close of the planned acquisition, Abakus will become a part of SAP Hybris. Abakus software will continue to be available as a stand-alone product, and with the close of the deal it will be additionally available as an integrated functionality within the SAP Hybris Marketing solution.

SAP expects the transaction to close in the first quarter of 2017.

For more information on Abakus, visit:

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