Good morning, and tough times for SAP.

Yesterday we published a story on SAP making good on its CDP promise, joining Adobe, Oracle and Salesforce as a CX suite with customer data resolution and activation at its core (see below), and yesterday SAP took a pounding in the stock market with almost 30 billion euros wiped off its market cap.

That’s nothing to do with the CDP, of course, and doesn’t seem to have much to do with the SAP CX business. SAP, of course, has its digital finger in many pies, and some were scorched by COVID. SAP Concur, for example, the travel and expense management platform, floundered in the face of the pandemic. It’s core software business held relatively steady, though, and it has high hopes for cloud computing — although subscription revenues, of course, have a built-in delay.

I guess a CDP doesn’t fix everything after all.

Kim Davis
Editorial Director, MarTech Today

 
 
 
CDP
 

SAP crosses the CDP finish line

SAP’s new CDP, generally available in November, will ingest customer data from any source within the organization, and resolve it into customer profiles, and offer the ability to segment and activate the data in real time, supporting in-the-moment personalization.

Like Salesforce, SAP has invested a considerable time in developing this capability, which will ingest data not only from its CX engagement solutions, but also from the back-office functions served by the S/4 HANA ERP. Explaining, SAP CX Head of Strategy Adrian Nash told us: “In the enterprise space, there’s a complexity of data. I was talking to one customer that has 250 million known identities and four billion consent identities. You can only deal with that with technology that has been set for that kind of scale. That’s why it’s been a challenge, but also why it made sense to come from a Gigya background.”

At the core of the CDP is technology which originated with Gigya, historically a B2C-scale first party identity solution acquired by SAP in 2017. Gigya (as SAP Customer Cloud) currently manages around three billion identities.

Read more here »

 

Compare 13 top marketing automation platforms

MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms. This report includes profiles of 13 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing.

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7 life lessons on leadership during COVID and beyond

Sponsored by Integrate

The desire to bring together a far-flung team suddenly thrust into working from home led Integrate founder and CEO Jeremy Bloom to initiate weekly virtual town-hall meetings featuring special guests with a wide range of experiences. Beginning in March, Integrate staffers heard from the likes of high-tech CEOs, highly-competitive athletes, a professional rock climber, a Minneapolis-based police officer, a neurosurgeon and even Bloom’s sister, whose life was captured in the movie, Molly’s Game.

In this interview, we’ll hear from Bloom about the surprising insights gleaned from these town hall meetings, and how they can be applied to better cope with the “new normal.” 

Read More>>

 
Audio
 

Marsbot is Foursquare for AirPods

With Marsbot, Foursquare founder Dennis Crowley has effectively reinvented Foursquare for audio. Dubbed “an experiment,” Crowley calls it “a lightweight virtual assistant that proactively whispers local recommendations (and other fun snippets) into your headphones or earbuds as you’re walking around.” With tongue somewhat in cheek, he describes Marsbot as a cross between the original Foursquare, Microsoft Word’s Clippy and the virtual assistant from the film “Her.”

As users walk around town, Marsbot “will proactively whisper things to you that you may find interesting.” Things in this case can include places, buildings, public art or people. If you allow it, the app will announce to other Marsbot users that you’re nearby and vice-versa. People can also record audio snippets about places that others will hear.

This is essentially the same vision Crowley had for Foursquare, transplanted to AirPods. He often spoke in the early days of the company about “making cities easier to use.” Marsbot seeks to leverage Foursquare’s local data and user-generated content to fulfill that promise via augmented reality, which isn’t limited to your smartphone’s camera.

Read more here »

 

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Data
 

Publicis Groupe and Epsilon review milestones 1 year after acquisition

In the year since being acquired by multinational comms giant Publicis Groupe, data marketing platform Epsilon has seen its capabilities embedded in most of the Groupe’s top 30 accounts, including Kraft Heinz and McDonald’s. The Groupe’s own former data platform was integrated into the Epsilon stack within 90 days, creating the new Epsilon PeopleCloud product suite.

Highlights of the year include integration with Publicis Sapient’s Digital Business Transformation strategy; proven success in supporting Publicis Groupe’s personalization capabilities; the launch of HealthLab, Publicis Health’s data platform that aggregates anonymized patient data into a secure environment; and significant expansion into EMEA.

New clients secured since the acquisition include Disney, Kraft Heinz and Novartis. 

The partnership is also positioned for a cookie-less world with CORE ID, a stable and accurate identity offering, leveraging more than 200 privacy-protected consumer million profiles. Since 2012, Epsilon has built immunity to third-party cookie deprecation and IDFA changes with CORE ID. 

Why we care. Communications and media buying, on a global scale, is now every bit as data-driven as marketing and sales. Publicis Groupe’s acquisition and integration of Epsilon shows one route to accelerating data capabilities (at a cost: $4.4 billion).

 
 
 
Quote of the Day
 

“Yes, we built something in so that it’ll say ‘Hey, Dennis is nearby!’ or ‘Alex is inside that coffee shop!’   We even build-in some baseball-style ‘walk out music’ plus we rigged Marsbot to play a jingle whenever you walk by a McDonalds (er, any McD in the world). It’s weird.” Dennis Crowley, founder, Foursquare.