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SAP Buys Attribution Software Company Abakus | AdExchanger

SAP Buys Attribution Software Company Abakus | AdExchanger | The MarTech Digest | Scoop.it
SAP said Wednesday that it had purchased Abakus, a move that puts it further into the paid media arena. Terms were not disclosed.

Abakus’ attribution system is unique since it applies game theory to forecast scenarios that influence media buying and optimization. It also uses split-funnel attribution – running its engine in both the upper part of the sales funnel and against lower-funnel activities. This methodology is meant to give advertisers a clearer idea around which marketing activities drove consumers toward a conversion.

Abakus will fold into SAP’s Hybris Marketing Cloud (SAP only began using that branding this year, so don't feel too out of the loop.)
CYDigital's insight:

For the most part not applicable to B2B, but you can see where this is all going. Interesting that the solution is based on game theory.

 

This scoop comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing             

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SAP creates $27 million in new pipeline opportunities - Sherpa

SAP creates $27 million in new pipeline opportunities - Sherpa | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions. #MarTech #DigitalMarketing

CYDigital's insight:

SAP's ABM approach...and it works!

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Move Over Salesforce, SAP Hybris YaaS Is Staking Claim - Forbes

Move Over Salesforce, SAP Hybris YaaS Is Staking Claim - Forbes | The MarTech Digest | Scoop.it

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

CYDigital's insight:

This is an FYI, and something to keep an eye upon. Very interesting, and a threat to SFDC.

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Another Marketing Cloud? SAP Uncorks A Marketing Platform - AdExchanger

Another Marketing Cloud? SAP Uncorks A Marketing Platform - AdExchanger | The MarTech Digest | Scoop.it

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

CYDigital's insight:

FYI, and not quite applicable to B2B. And if you can figure out this strategy, please advise.

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What The SAP-Adobe-Accenture Triangle Means For Digital Marketing - AdExchanger | #TheMarketingTechAlert

What The SAP-Adobe-Accenture Triangle Means For Digital Marketing - AdExchanger | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Advanced/ Digest...


“I think the Adobe-SAP alliance needs to be seen in the context of the broader SAP-Accenture Marketing Performance Solution,” said Martin Kihn, research director for Gartner. “The vision is for SAP HANA to power an Accenture media mix and analytics platform for marketers, who could use Adobe for the upstream stuff SAP and Accenture don’t do, like site analytics and content management.”

 

Adobe gains a couple of core competencies as a result of an “iron triangle” with SAP and Accenture such as professional services, custom solutions and implementation strength. “[These capabilities] lend Adobe some heft with the hardcore enterprise quants and CFO skeptics who don’t live in the marketing-driven cultures where Adobe traditionally shines,” Kihn noted.

 

“Digital marketing has become the ‘it girl,’” as Kihn describes it. Agencies and systems integrators like Accenture, IBM and Deloitte are transforming into digital shops while the advanced analytics players like SAP and FICO are essentially rebranding themselves as “marketing analytics” platforms, he said.

 

Another potential side effect is the SAP-Accenture partnership further expands the competitive landscape. This is where “Accenture starts to butt heads with the BBDO’s and Wunderman’s – all of those agencies who are the CMO’s advisors,” Kim said.

 

The dividing lines between technology and systems integrator (or agency, to that effect) will ultimately be about budget, organizational decisions and good, old-fashioned politics. “It remains to be seen which partners in both service and technology will be standing at the end,” Kim said.

 

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CYDigital's insight:

Applicable to the larger enterprises, as discussed for over the past 18 months on this blog. For the SMB, what is their solution? MaaS is a natural.

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SAP’s Digital Marketing Solution? Resell Adobe Marketing Cloud - AdExchanger | #TheMarketingTechAlert

SAP’s Digital Marketing Solution? Resell Adobe Marketing Cloud - AdExchanger | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Digest...


SAP has a global partnership with Adobe to resell the latter’s Marketing Cloud along with SAP’s HANA platform and its hybris Commerce Suite.

 

Certainly technologies like HANA, the heavy-duty data-management system powering SAP applications that will be packaged with the vendor’s Adobe Marketing Cloud resell, bear this out. HANA essentially presents the ability to process numerous data computations quickly, and while it’s traditionally been used for applications around financial forecasting, it can now power marketing decisions through Adobe Marketing Cloud.

 

Adobe, for its part, gets access to SAP customers as well as the chance to fill in a hole in its Marketing Cloud portfolio: ecommerce. While Adobe has some ecommerce capabilities through CQ (now a part of its Marketing Cloud Experience Manager solution), it’s not considered a core strength. Instead, it integrated with hybris – owned by SAP since August.

 

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CYDigital's insight:

So what's the prognostication for Adobe's Marketing Cloud? Pretty damn good, as evidenced by SAP's adoption and partnership. Heavy lifting stuff.

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primarkinfotech's curator insight, September 11, 2014 8:49 AM

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