SAP Customer Data Cloud Brings Trust to Personalized Marketing Campaigns

Customer Data PlatformsData Management Platforms

By Sudipto Ghosh On May 17, 2018

SAP Customer Data Cloud Brings Trust to Personalized Marketing Campaigns

Majority of Marketing Professionals See the Need to Adapt to Regulatory Requirements; Marketers See Regulation as an Opportunity to Increase Customer Loyalty, CMO Council and SAP Hybris Study Shows

SAP SE has released SAP^® Customer Data Cloud solutions from Gigya, a unique solution based on a consent-based data model. The solution helps businesses nurture trusted relationships with customers by providing them more transparency and control over the use of their personal data. The latest release demonstrates the legacy Gigya has brought to SAP’s marketing technology roadmap for the future.

SAP Customer Data Cloud Solutions to Satisfy Consumers’ Demand More Transparency and Control

The release of SAP Customer Data Cloud solutions – which includes the SAP Customer Identity, SAP Customer Consent and SAP Customer Profile solutions– comes as consumers demand more transparency and control over how their data is used. With enterprises pressed to comply with local and regional regulations supporting data privacy, SAP Customer Data Cloud is the only set of cloud solutions to help make this possible by connecting the front office to the back office.

“Companies are using a lot of different methods and corresponding third-party data to infer what a customer wants, often resulting in a creepy personal customer experience,” said Alex Atzberger, president, SAP Customer Experience, SAP.

Alex added, “SAP Customer Data Cloud will provide marketers the opportunity to ask about customers’ preferences. If customers know what personal data is being used and they have control over its use, they will be more inclined to allow that data to be used for delivering personalized content and services, ultimately improving their experience.”

The Impact of GDPR and SAP Customer Data Data Cloud

The General Data Protection Regulation (GDPR) goes into effect 25 May 2018. SAP Hybris (SAP) and the CMO Council surveyed 165 marketers across North America, Europe, the Asia-Pacific region, Africa, South America and the Middle East in March and April 2018. Researchers found that three-fourths of marketers surveyed believe the GDPR will increase transparency about how customer data is used, yet just slightly more than half said they have a plan in place to comply with GDPR and are now implementing changes.

“Trust is the ultimate currency in today’s digital economy, and GDPR validates this notion,” said Patrick Salyer, CEO, Gigya.

Patrick added, “To successfully connect with the customer, organizations need to identify and engage consumers across channels and know them better in a way that’s respectful of their privacy. Businesses now have the opportunity to turn compliance into a competitive advantage.”

SAP Customer Data Cloud helps organizations increase customer retention and boost brand loyalty by providing a transparent, flexible and secure digital experience. SAP Customer Data Cloud helps to address regional consumer privacy laws, including GDPR, by centrally capturing, managing and synchronizing preferences and consent in accordance to regulations across the digital SAP technology stack throughout the customer lifecycle.