SAP adds marketing optimisation capability with Abakus acquisition

Alex Saldanha, Abakus

SAP has acquired marketing measurement and optimisation software provider Abakus, with plans to incorporate the company’s patented game theory-based attribution technology into SAP Hybris Marketing.

The technology supports forecasting for budget planning and optimisation, and within Hybris marketing will provide the data to understand and automate marketing opportunities. While the Abakus software will continue to be available as a stand-alone product, the integration of the Abakus technology will assist CMOs and CFOs to understand customer interactions across all devices and the incremental value of marketing on business outcomes.

“Our goal is to offer the first omni-channel customer engagement solution on the market that helps our customers drive contextual experiences that lead to measurable business value,” said Brian Walker, chief strategy officer. “Marketers need a trusted solution to understand what is driving sales – one based on real data, not ad-hoc models – to ensure they are using the optimal mix of marketing channels and messages.”

According to SAP Hybris, with the integration of Abakus, customers will benefit from an end-to-end marketing cloud solution that provides a single unified view of the customer across disparate systems, automation of planning, personalisation and optimisation, and advanced analytics attribution to show what is driving sales.

“We are delighted to join the global SAP family and look forward to integrating Abakus with SAP Hybris Marketing,” said Alex Saldanha, CEO and co-founder, Abakus. “The acquisition is a result of the alignment of our two companies’ visions to solve for customer centric marketing performance through real-time software. We look forward to delivering even greater value to Abakus and SAP customers through this merger.”

The acquisition is expected to close in the first quarter of 2017, with the Abakus technology to be integrated into Hybris at this time.