IDC MarketScape Recognizes SAP as Major Player for AI in Enterprise Marketing Clouds
SAP NEWSBYTE — January 22, 2018
SAP SE (NYSE: SAP) announced it 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 a unique 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,” said 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, senior vice president and global head, SAP Hybris solution management, SAP, 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.
View an excerpt of the IDC MarketScape report “Worldwide Artificial Intelligence in Enterprise Marketing Clouds 2017 Vendor Assessment.”
IDC MarketScape vendor analysis model is designed to provide an overview of the competitive fitness of information and communications technology (ICT) suppliers in a given market. The research methodology utilizes a rigorous scoring methodology based on both qualitative and quantitative criteria that results in a single graphical illustration of each vendor’s position within a given market. IDC MarketScape provides a clear framework in which to compare product and service offerings, capabilities and strategies and current and future market success factors of IT and telecommunications vendors. The framework provides technology buyers with a 360-degree assessment of the strengths and weaknesses of current and prospective vendors.