SAP Adds Custom Audiences to Its Engagement Product

SAP’s Customer Engagement Intelligence solution will now offer users the ability to cast a wider net for new customers by  mapping audience profiles on Facebook. The software company’s alliance with Facebook Custom Audiences was announced today at the SAP TechEd && d-code conference in Berlin.

“SAP customers want to use Facebook,” said Kevin Ichhpurani, SVP and head of corporate business development. “With this new offering, our customers will be enabled to more effectively find their target audience on Facebook, measure their ad spend, and track conversations to give a more accurate and comprehensive picture of an advertising program’s effectiveness.”

SAP literature states that the new solution provides a closed loop that can track campaign performance form impression to revenue with a higher degree of precision. It also includes plans for marketers to create categories from first party enterprise data to create audience subsets that will allow them to more effectively capture new customers.

At the conference, SAP officials said the new release fell in line with the company’s vision to combine rich insight with process execution to simplify customer engagement across channels.

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