SAP introduces machine learning to optimize shopping experience; aim at targeted marketing campaigns

SAP SE introduced on Tuesday new technologies, such as facial recognition, machine learning and Internet of Things (IoT), to enable targeted marketing campaigns and help consumers optimize their shopping experience. With its SAP Hybris solutions, SAP continues to innovate and invest to drive the future of customer engagement and commerce.

The SAP Hybris Marketing Cloud solution now encompasses an array of solutions to help companies ensure they use the right messages to target customers who matter the most and ensure customers’ data and privacy are protected. Paired with the tools listed below, companies can create more transparency into their own marketing performance and spend.

Based on SAP Digital Boardroom, the new marketing executive dashboard presents to chief marketing officers a view that includes reports gauging the success of campaigns and transparency to detect impending problems. It also shows and identifies new marketing opportunities.

The SAP Leonardo digital innovation system powers facial recognition technology within SAP Hybris Marketing Cloud, introducing a new way to engage in-store shoppers. Using facial analysis, the software connects shoppers’ genders and ages to a company or store’s available inventory and stock, enabling personalized product recommendations presented on large displays.

SAP Hybris solutions provide omnichannel customer engagement and commerce software that allows organizations to build up a contextual understanding of their customers in real time, deliver a more impactful, relevant customer experience, and sell more goods, services and digital content across every touch point, channel and device.

Through customer data management, context driven marketing tools and unified commerce processes, SAP Hybris solutions have helped some of the world’s leading organizations to attract, retain and grow a profitable customer base. SAP Hybris software for customer engagement and commerce provides organizations with the foundation, framework and business tools to create a holistic customer view across channels, simplify customer engagement and solve complex business problems.

The SAP Hybris Customer Attribution solution (formerly Abakus) provides marketers with accurate measurements of marketing campaigns and activities that lead to a customer purchase. Data is collected across all touch points of the customer journey, giving insight into what’s driving customer conversions and where to reallocate activities and budget in real time.

Marketers can tap IoT devices to personalize offers. For example, brands can send a relevant marketing message when a consumer hits a new milestone on their fitness tracker. It delivers complete support for the General Data Protection Regulation (GDPR) for the May 2018 global privacy regulation enables marketers to execute sophisticated targeting with consumer data protection as top priority.

By supporting Chinese social media application WeChat, SAP Hybris solutions are helping marketers expand their global footprint to more than 889 million users across China.

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