The session will introduce the SAP Social strategy explaining how social information can be used in the marketing and sales context. To support these processes a new solution named SAP Sentiment Engagement Intelligence powered by SAP HANA is in development.
Social Media generates vast volumes of conversations that express varying and divergent opinions that are available to analyse in external unstructured sources. One bad review or poor customer experience posted can ruin years of marketing and effort. It is key in today’s socially aware world for companies to listen, analyse and act on this data so that they can leverage an advantage over their competition.
More Organisations are looking at ways to monitor expressed sentiment and feedback for their products and brands to trigger follow up processes that improve product design and customer experience. Currently this is achieved by using standalone processes that have no integration with CRM or collaboration platforms, and quite often only produce results after a large volume of collateral brand damage has occurred.
Sentiment Engagement Intelligence is a solution powered by SAP HANA that analyses social sentiments from external sources enabling marketing professionals to gain insights and to immediately trigger follow-up actions in response to either positive or negative sentiment. The key competitive advantage for an organisation is the integration into their operational processes using the creation of target groups and marketing campaigns in SAP CRM and having the ability to initiate collaboration internally or externally utilising SAP JAM in special or unique situations.
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