German multinational software giant SAP, best known for its enterprise resource planning suite, will integrate Adobe Marketing Cloud software as part of a new global reseller arrangement announced today.
The deal will see SAP's HANA platform and Commerce Suite integrated with Adobe's digital marketing software to help businesses analyse data across marketing channels by fusing the online and offline components.
Using the combined data sets will allow marketers to "uncover a 360-degree view of the customer and relevant transactions across paid, earned and owned channels, deepen customer relationships and drive revenue" and "move from data to insight to action faster than before".
Oracle, SAP's key rival in the ERP area, acquired digital marketing business Responsys in December, and the partnership with Adobe is seen as a signal of intent by SAP as it pushes into the space. Marketo has been speculated as a logical acquisition for SAP.
Dr. Vishal Sikka, SAP AG Products & Innovation executive board member, said in a statement: "The extraordinary power of SAP HANA gives us an opportunity to rethink entire industries and ultimately help amplify the potential of users from CIOs to CMOs.
"Adobe has been an amazing partner on the SAP HANA innovation journey. Together, the Adobe Marketing Cloud and the SAP HANA platform will enable companies to analyse massive data sets across various marketing channels and help engage customers in real time, unearthing opportunities like never before."
Brad Rencher, senior vice president and general manager of Adobe's Digital Marketing Business, said: "Today’s most successful brands use digital marketing to drive their businesses. In this new world, a strong bridge connecting the worlds of the CMO and CIO is a strategic imperative.
"Adobe and SAP, two powerhouses in marketing and commerce technology, are taking a groundbreaking step toward delivering solutions that marketers can use to succeed in today’s business environment."
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