SAP AG last week released its SAP Social Contact Intelligence analytic application that’s aimed at helping businesses unlock sentiment and contact insights from both social media channels and internal, company-owned sources. The new solution is powered by HANA, the company’s in-memory platform for accelerating analytics and applications.
According to SAP, Social Contact Intelligence lets marketing professionals incorporate social sentiment insights directly into their campaigns to more easily identify and target prospects and influencers and help drive incremental sales. The vendor also says that sales pros can use it to gain deeper insights into customers in order to quickly identify the most influential and relevant contacts at an account. Service professionals, it says, can analyze product and service complaints from social channels to proactively identify trouble spots and take preventive measures.
Regardless of how it’s used, the vendor touts that the platform removes the barrier around accessing and analyzing large amounts of internal customer data stored in disparate systems within their organizations as well as external social media data. Often, that means users are dealing with and relying on outdated information. As part of the SAP Customer Engagement Intelligence solution, a set of applications powered by SAP HANA, the software is designed to enable real-time insight from data.
The pieces of SAP Customer Engagement Intelligence include:
- SAP Social Contact Intelligence, which allows organizations to leverage real-time sentiment and contact insights from social media and internal, company-owned sources to help identify and target the key influencers, generate new leads and opportunities, and improve overall service levels and customer loyalty.
- SAP Audience Discovery and Targeting analytic application, which allows marketing managers to engage customers and help convert prospects by running advanced segmentations on large target populations and distilling insights into focused and personalized marketing campaigns.
- SAP Customer Value Intelligence analytic application, which can give sales and marketing managers real-time customer insight into the true value of their customers, personalized recommendations for cross- and up-selling and closed loop execution.
- SAP Account Intelligence mobile app, which offers mobile sales teams real-time customer insights and personalized selling recommendations that allow them to create target lists, increase the effectiveness of their sales visits and seize sales opportunities from anywhere.