Overview of SAP Emarsys Customer Engagement Platform
SAP Emarsys is a comprehensive omnichannel customer engagement platform designed to empower marketers in building, launching, and scaling personalized, cross-channel campaigns that drive significant business outcomes. Here’s a detailed look at what the platform does and its key features.
What SAP Emarsys Does
SAP Emarsys is part of the SAP Customer Experience portfolio and is aimed at unifying the marketing narrative to create personalized communication across all brand touchpoints, both online and offline. The platform helps marketers deliver unique customer experiences, enhancing engagement and driving competitive advantage. It consolidates data from various sources to facilitate segmentation, personalization, marketing automation, AI-driven insights, and advanced analytics.
Key Features and Functionality
Data Integration and Personalization
- SAP Emarsys integrates data from multiple sources, including e-commerce platforms, web behavior, and other contact channels. This data is used to create a unified customer view, enabling marketers to personalize messages and offers precisely tailored to the audience profile.
Campaign Creation and Management
- The platform offers an intuitive Visual Content Editor and prebuilt templates for creating effective email campaigns. Marketers can design, launch, and manage multi-language campaigns easily, and even share templates and campaigns across multiple accounts.
Marketing Automation
- Emarsys features an Automation Center that allows marketers to set up automated marketing programs and interactions. These programs include prebuilt tactics and strategies powered by artificial intelligence, which help achieve business goals more efficiently.
Omnichannel Engagement
- The platform supports omnichannel marketing automation, enabling marketers to target customers via various channels such as email, web channels, digital ads (including Facebook and Google ads), and mobile wallets. This ensures a cohesive and personalized customer experience across all touchpoints.
Analytics and Reporting
- SAP Emarsys provides built-in analytics and AI-powered insights to help marketers understand customer needs better. The platform includes a Strategic Dashboard for performance analysis, Revenue Analytics to measure the impact of marketing activities on business results, and Event Attribution and Conversion reports to track specific customer behaviors.
Integration Capabilities
- Emarsys can be integrated with a wide range of business software, e-commerce platforms (such as Magento, Shopify Plus, and Salesforce Commerce Cloud), and other SAP solutions (including SAP Sales Cloud, SAP Commerce Cloud, and SAP Customer Data Cloud). It also supports integration with external tools like Google Analytics.
Custom Fields and Web Behavior Tracking
- The platform allows users to create custom fields and utilize Web Extend data collection scripts to track web behavior. This data can be used to launch targeted campaigns, such as cart abandonment or stock clearance initiatives.
Business Benefits
- SAP Emarsys provides marketers with complete independence from IT department and data analyst support, thanks to its built-in analytics and AI mechanisms.
- It helps in predicting future customer behavior, identifying revenue growth opportunities, and personalizing message content based on a unified customer profile.
- The platform is cloud-based and available as a Software as a Service (SaaS), making it accessible on any device and web browser.
In summary, SAP Emarsys is a powerful tool for marketers to create and execute personalized, omnichannel campaigns, leveraging advanced data integration, marketing automation, and analytics to drive profitable business outcomes.