SAP has launched a new intelligence offering aimed at helping CMOs respond to unstructured social data in real time.
The Rapid Deployment solution couples with HANA, the company’s in-memory computing database, enabling organisations to analyse customer sentiment from social networking sites, communities, wikis, blogs and any other channel with a public API.
Sentiment data is then combined with CRM text data and delivered to customers via mobile devices, tablets or desktops for immediate action.
According to the firm, the solution allows users to align market sentiment with sales campaigns, promotions and service activities and proactively improve customer satisfaction by monitoring sentiment.
Using the analysed data, companies can then forecast sales and marketing trends to drive revenue, said the firm.
Steve Lucas, global EVP and GM of Database & Technology at SAP, said: “The SAP rapid-deployment solution for sentiment intelligence with SAP HANA allows chief marketing officers to dip their toes into ‘big data’ with a project that rapidly results in business value.
“To truly harness the potential of ‘big data,’ enterprises need to build a culture of insight discovery and data-driven decision-making. SAP solutions enable enterprises to rapidly scale analysis across their lines of business, turning ‘big data’ into ‘intelligent data.’”
This is the latest offering from SAP to help customers quickly adopt effective Big Data analytics solutions. Earlier this year the firm launched Predictive Analytics and Visual Analytics to help firms cope with mass amounts of data.