Today we are pleased to feature a guest post from Marcus Ruebsam, SVP of Hybris Marketing at SAP. 

As we all know, consumer behavior is undergoing a tectonic shift and the challenge/opportunity for marketers is to harness it for the benefit of brands on a global basis. With sources and applications of data continue to explode, software solutions are evolving to arm marketers with advanced capabilities required to make sense out of it all.

Coming from the ecommerce and CRM worlds, Hybris and SAP believe that the key to scaling this (r)evolution is delivering contextual, consistent and relevant experiences, regardless of channel or device throughout the whole customer journey.

As our global CRM and ecommerce clients are rapidly realizing, marketing has become the pivotal component of this journey. And it’s becoming clear that data is the fuel to solidifying customer and channel context for optimizing business results. From a Hybris perspective, our mission is to enable this data to be leveraged for driving omnichannel engagement. Our role is to make sense out of the array of different sources in a comprehensive, usable contextual format. With that in mind, taking the right set of actions against this  context makes all the difference.

The key to scaling this (r)evolution is delivering contextual, consistent and relevant experiences, regardless of channel or device throughout the whole customer journey.

In comes the actionability side of the equation, and the twist in the plot. With context and omnichannel capabilities now available to Hybris global clients, we are see strong alignment with the Kenshoo Infinity concept as a means to activate context across the journey – whether that be through search, social, mobile, display or other channels.  It’s absolutely critical to apply key customer insights to media planning and buying.

Not only does this activation layer provide tangible and measurable business results for our customers, but also provided that “crystal ball” for marketers to understand the incrementality of the opportunity in front of them.

In other words, with solutions such as Hybris/SAP in conjunction with Kenshoo Infinity, the world now looks like a place where marketers can have true omnichannel capabilities and insights, leverage empirical and actionable solutions, delight consumers with contextually relevant experiences, and take their top line to the next level they deserve.