SAP launches Customer Data Platform

SAP today launched a customer data platform (CDP) that aims to help organizations meld customer data across touchpoints -- from commerce and marketing to sales and service -- to improve experiences.

SAP claims its CDP offering is built on Gigya technology, that was an identity and access management vendor when it was acquired by SAP in 2017 in a deal that gave SAP more consumer data for omnichannel experiences.

SAP has worked to integrate Gigya's identity data platform with its Customer Data Cloud services, SAP Hybris and its profiles. SAP Customer Identity and Access Management and SAP Enterprise Consent and Preference Management solutions were also woven in. The aim was to take the billion or so customer identities managed by Gigya and better personalize and target SAP's applications.

"We did not invent CDP, but SAP Customer Data Platform opens the concept to a new world of opportunities," SAP Customer Experience President Bob Stutz said. "SAP Customer Data Platform is one of the most advanced enterprise-grade CDPs. It can truly deliver personalized experiences that nurture anonymous users into known, loyal customers using the customer's preferred channels, unifying vast amounts of front-office, back-office and experience data as only SAP can."

SAP has been laying out its CDP strategy since acquiring Gigya.

The company in a blog post last year outlined, how an SAP CDP would function, noting that it would provide capabilities "to ingest a wide variety of data from anywhere, then enable configurable data cleansing and identity resolution functions in order to resolve both online and offline data into unified customer profiles."