Increasing marketing efficiency by integrating SAP Marketing with SAP Analytics Cloud

Marcin Wawrzonkowski, Senior SAP CX Consultant
- 25th October 2022
- Trends in SAP
- 2 min

The popularity of business analytics powered by AI and machine learning capabilities continues to skyrocket. More and more BI solutions are being developed, allowing gathering and visualizing large datasets and then drawing conclusions from gained insights, enabling response to trends and any changes in the market environment.
Systems for creating reports, statistics, and forecasts aren’t just a powerful tool in the hands of data analysts and executives responsible for making decisions related to the operation of various business sectors but also all users of CX and CRM software. Business Intelligence solutions significantly improve the day-to-day work of marketing and sales professionals, making it easier to spot the most relevant factors affecting the success of an advertising campaign.
Data-driven marketing approach
Integrating a system for advanced business analytics with marketing automation software gives you access to knowledge that enables you to make critical decisions. If you’re wondering if your promotional activities are profitable or if there are more effective ways to reach a designated target group with the right message, an objective evaluation of your strategy won’t be possible without insight into detailed data. Analyzing marketing data and spotting correlations between variables is what distinguishes data-driven marketing. However, it should be kept in mind that it is equally important to have access to the right tools to provide forecasting features for future results.
Why is it worth integrating SAP Marketing with SAP Analytics Cloud?
Solutions from the SAP Customer Experience product portfolio offer basic reporting capabilities, however, if user needs access to more advanced features for optimizing marketing activities, minimizing costs and maximizing profits, I highly reccomend integrating SAP Marketing with SAP Analytics Cloud.
SAP Marketing, among other things, allows you to use standard reports to analyze campaign effectiveness and view customer & interaction data. We do not need SAP Analytics Cloud to run the application, only an SAP Marketing license.
List of available reports in SAP Marketing
Report in SAP Marketing
Stories in SAP Analytics Cloud
Once a connection with SAP Analytics Cloud is established, the user gains access to Analytics Stories in addition to the previously mentioned reports. SAP Marketing contains only basic reports that users can review in the form of simple tables and summaries. After integration with SAC, we get access to ready-to-use, advanced charts and analysis of customers’ data, campaigns, etc.
Integration of SAP Marketing and SAP Analytics Cloud offers the following benefits:
- Greater efficiency of marketing activities,
- A unified customer view,
- Real-time data insights,
- Support in planning and prediction,
- Better communication with co-workers by adding comments and sharing reports faster.
Besides integrating both systems, at Apollogic, we offer adjusting reports according to client’s needs and building the required views.
Do you want to discover all the benefits of systems integration?
- On 25/10/2022
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