Adobe, SAP Partner on Insight-Driven Marketing for Enterprise Customers

By Darryl K. Taft  |  Print this article Print

SAP and Adobe team up to integrate Adobe Marketing Cloud with SAP HANA and hybris Commerce Suite.

SALT LAKE CITY—Adobe and SAP AG announced a global reseller agreement targeted at digital marketing and omni-channel commerce for enterprise customers.

The companies announced the partnership at the Adobe Summit 2014, Adobe's digital marketing conference, here. The brass tacks agreement is beneficial to both parties. As part of the global partnership, SAP plans to resell Adobe Marketing Cloud with the SAP HANA platform and the hybris Commerce Suite. Adobe and SAP will both invest marketing, sales and development resources in the partnership.

SAP HANA is an in-memory database and application platform from SAP that accelerates analytics, business processes, sentiment data processing, and predictive capabilities. Hybris Software is an SAP company that helps businesses sell more goods, services and digital content through every touch point, channel and device. hybris delivers OmniCommerce, a master data management system for commerce and unified commerce processes that gives a business a single view of its customers, products and orders, and its customers a single view of the business.

The combination of digital marketing and commerce solutions from SAP and Adobe will be designed to help enable businesses to analyze data across marketing channels and customer touch points, deliver more relevant, contextual customer experiences and ultimately to move one step closer to real-time customer engagement and drive better business results.

"The extraordinary power of SAP HANA gives us an opportunity to rethink entire industries and ultimately help amplify the potential of users from CIOs to CMOs" said Dr. Vishal Sikka, member of the Executive Board of SAP's Products & Innovation group, in a statement. "Adobe has been an amazing partner on the SAP HANA innovation journey. Together, the Adobe Marketing Cloud and the SAP HANA platform will enable companies to analyze massive data sets across various marketing channels and help engage customers in real time, unearthing opportunities like never before."

"Today's most successful brands use digital marketing to drive their businesses. In this new world, a strong bridge connecting the worlds of the CMO and CIO is a strategic imperative," said Brad Rencher, senior vice president and general manager of Adobe's Digital Marketing Business, in a statement. "Adobe and SAP, two powerhouses in marketing and commerce technology, are taking a groundbreaking step toward delivering solutions that marketers can use to succeed in today's business environment."

Customers will gain omni-channel commerce capabilities as the integration between the hybris Commerce Suite and the Adobe Marketing Cloud will be designed to enable marketers to personalize consumers’ shopping experience from brand engagement and marketing to immersive omni-channel shopping experiences.

Moreover, by uniting the power of the SAP Customer Engagement Intelligence solution powered by SAP HANA with digital marketing capabilities from Adobe Marketing Cloud, marketers will be able to uncover a 360-degree view of the customer and relevant transactions across paid, earned and owned channels, the companies said.

In addition, integration between SAP HANA, the hybris Commerce Suite and the Adobe Marketing Cloud is expected to enable marketers to engage and deepen customer relationships and help drive revenue across touch points like the web, social and communities. And by using SAP HANA to help unify, explore and identify high-value opportunities and Adobe Marketing Cloud to drive digital marketing execution, it is anticipated that marketers will move from data to insight to action faster than before, Adobe officials said.

Originally published on www.eweek.com.