SAP buys Abakus to strengthen Hybris marketing

sap hybris abakus

SAP has acquired Abakus for an undisclosed sum in a move which the software giant says will strengthen its “leadership position” in the online marketing software sector. 

Abakus, which is a cloud-based solution for cross-channel marketing measurement and optimization, is now likely to be incorporated in the SAP Hybris Marketing Cloud suite of applications, sometimes referred to as customer relations management software.

But although it will become part of SAP Hybris, Abakus software will continue to be available as a stand-alone product.

SAP says that by using Abakus, finance executives can “benefit by understanding the true incremental value of marketing on business outcomes”.

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Abakus integrates marketing and customer data, organizes it, measures incremental value and optimizes performance. This, says SAP, enables marketers to more efficiently acquire customers and effectively retain them, and to increase marketing return on investment 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, says SAP.

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.

Brian Walker, chief strategy officer, SAP Hybris, says: “Our goal is to offer the first omnichannel customer engagement solution on the market that helps our customers drive contextual experiences that lead to measurable business value.

“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.”