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. As part of the SAP Customer Experience portfolio, Emarsys is tailored to help businesses deliver profitable marketing outcomes by providing personalized experiences across multiple touchpoints, both online and offline.
Key Features and Functionality
Data Integration and Personalization
Emarsys consolidates data from various sources, including e-commerce platforms, website interactions, and other contact channels, to create a unified customer view. This data is used for segmentation, personalization, marketing automation, AI-driven insights, and analytics. Marketers can utilize this data to target specific audience segments with tailored messages, enhancing customer acquisition, retention, and loyalty.
Campaign Creation and Management
The platform offers an intuitive Visual Content Editor (VCE) and prebuilt email templates, allowing marketers to easily create and manage effective email campaigns. It also supports multi-language campaigns and the use of placeholders (tokens) to personalize content across multiple channels.
Marketing Automation
Emarsys features a robust Automation Center that enables the creation of automated marketing programs and interactions. These programs include prebuilt tactics and strategies designed to achieve specific sales goals, such as win-back campaigns, abandoned cart recovery, and more. These tactics are powered by artificial intelligence, providing valuable insights to help marketers achieve their business objectives efficiently.
Omnichannel Marketing
The platform supports integration with various channels, including email, web channels, digital ads (such as Facebook and Google ads), and mobile wallet campaigns. This ensures that marketers can target their contacts through multiple touchpoints, enhancing engagement and conversion rates.
Analytics and Reporting
Emarsys provides advanced analytics and reporting capabilities, including a customizable Emarsys Home dashboard and strategic dashboards. These tools help marketers measure the effectiveness of their campaigns, analyze revenue impact, and understand customer behavior through real-time data visualizations. Features like the Revenue Analytics page and Event Attribution and Conversion reports allow for detailed performance analysis and business outcome measurement.
Smart Insight
The Smart Insight module is a customer intelligence feature that automates retention marketing by collecting and analyzing data from all customer touchpoints. It uses clustering algorithms and machine learning to predict future customer behavior, segment contacts based on lifecycle stages, and provide actionable intelligence for targeted marketing strategies. Smart Insight includes various reporting screens, such as the Customer Lifecycle Dashboard, Predictive Affinity Report, and Retention Revenue Impact Report, to help marketers optimize their marketing efforts.
Integration Capabilities
Emarsys can be easily integrated with a wide range of business software, e-commerce platforms, and applications, including Magento, Shopify Plus, Salesforce Commerce Cloud, SAP Sales Cloud, SAP Commerce Cloud, and Google Analytics. This integration enables seamless data synchronization and enhances collaboration between marketing and sales teams.
Business Benefits
- Independence from IT: Marketers can operate independently without needing extensive IT or data analyst support, thanks to built-in analytics and AI mechanisms.
- Personalized Communication: Emarsys enables personalized messages tailored to specific audience profiles, increasing conversion rates and revenue.
- Unified Customer View: Consolidation of demographic data, purchase history, and interaction information helps in creating a unified customer profile.
- Automated Marketing: Prebuilt tactics and AI-powered insights streamline marketing operations and help achieve business goals more efficiently.
In summary, SAP Emarsys Customer Engagement Platform is a powerful tool for marketers, offering robust data integration, personalization, marketing automation, omnichannel capabilities, advanced analytics, and seamless integration with various business systems. It is designed to help businesses deliver personalized customer experiences, drive profitable outcomes, and enhance overall customer engagement.