Briefs

The Walldorf, Germany, software provider announced real-time analytics; marketing optimization; sales, marketing and business planning; and out-of-the-box analytics reports at the Gartner CRM Fall Summit in Los Angeles.

SAP said easy integration across its family of software and to third-party applications makes the analytics offerings stand out because it holds "a wealth of transactional data" in its ERP systems.

The new analytical models in campaign automation will allow marketing managers the ability to more effectively plan campaigns based on data such as response rates, costs, profits and return on marketing investments, Grozier said. Linking back-end financial applications and marketing programs will enable cost-performance analyses, he said.

Additionally, the software includes integrated planning scenarios for campaigns, opportunities, promotions and partners. A churn analysis capability allows companies to combat customer attrition proactively, Grozier said.

The real-time analytics provide customer insight into each interaction. For example, telesales representatives can leverage information such as purchasing history and product upgrades and accessories to identify cross-sell and up-sell opportunities.

Here is the full story from SearchCRM.