SAP recently announced it has signed an agreement to acquire Abakus, a marketing attribution company that measures the customer’s journey across all channels to ensure marketers are optimizing marketing spend. The acquisition is expected to close in early 2017.
Founded in 2013, Abakus is a relatively young company yet its clientele includes some of the world’s most recognizable brands. By combining Abakus’ rich marketing analytics with SAP Hybris Marketing and SAP Hybris Profile, marketers will glean real-time insight into marketing performance to optimize campaigns and understand customer interactions across channels and devices.
“We are delighted to join the global SAP family and look forward to integrating Abakus with SAP Hybris Marketing,” said Alex Saldanha, the CEO of Abakus. “The acquisition is a result of the alignment of our two companies’ visions to provide customer-centric marketing performance through real-time software.”
Driving Sales in the Digital Age
With digital marketing spend growing significantly, not to mention heightened concerns about inaccurate metrics, the combined power of SAP Hybris Marketing and Abakus can help chief marketing officers (CMOs) and chief financial officers (CFOs) better understand the contributions and effectiveness of their digital marketing investments. By combining Abakus’ rich marketing performance management capabilities with the SAP Hybris Marketing Cloud capabilities such as customer profiling, planning and automation, marketers will get unique insight into marketing performance to optimize campaigns and understand customer interaction across channels.
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