SAP says a new social-insights app will enable sales and marketing staff to marry up information from social networks with their own customer data to produce better leads.
The Social Contact Intelligence application, which runs on SAP's HANA in-memory database technology, can analyse large volumes of internal customer data from disparate systems as well as external social media sources, according to the enterprise software giant.
As well as drawing on social sentiments for marketing campaigns and sales, the application should help service departments analyse complaints and allow them to identify problem areas earlier.
Integrated HANA analytics applications
Social Contact Intelligence is the latest addition to SAP's Customer Engagement Intelligence suite, which now consists of four integrated analytics applications that all exploit HANA in-memory technology.
Along with the Account Intelligence mobile app, another of the suite's applications, Social Contact Intelligence, allows marketing staff to analyse complex sections of large target audiences to create tailored campaigns, while Customer Value Intelligence is designed to improve cross- and upselling.
SAP has also announced a number of enhancement packages for its ERP, customer relationship management, supply-chain management and supplier relationship management applications, as well as updates for its commodity risk management application and billing and revenue software.
In May, SAP launched the Lumira self-service business-intelligence platform to replace its Visual Intelligence system. It is also revamping product user interfaces, and shifting its brand to widen the appeal beyond large organisations to the mid-market with an emphasis on its cloud credentials.
SAP missed second quarter expectations with earnings of €0.73 per share on revenue of €4.09bn.