The Adobe and SAP partnership will aid in data analysis across marketing channels
In March 2014, Adobe (ADBE) announced a strategic partnership with SAP AG (SAP). The partnership involves SAP reselling Adobe’s marketing solutions along with its HANA platform and the Hybris commerce suite. This will help enterprise customers analyze huge amounts of data across various marketing channels in a better and more efficient way.
HANA is SAP’s in-memory database and application platform that boosts the speed of business intelligence applications to near real time. Hybris is a platform that sells products and services across channels, including brick-and-mortar outlets, websites, and mobile devices.
According to Gartner, SAP leads the business intelligence and analytics market with a share of 31%. It’s followed by Oracle (ORCL) at 14%, IBM (IBM) at 13%, SAS Institute at 12%, and Microsoft (MSFT) at 10%.
Why a partnership between Adobe and SAP is mutually beneficial
The partnership between Adobe and SAP is mutually beneficial. Adobe lacks the in-memory capabilities that SAP provides through SAP HANA. SAP lacks digital marketing capabilities, where Adobe is a leading player.
The exponential growth in “big data” and advanced analytics have highlighted the importance of understanding and personalizing the digital customer experience. By entering into a strategic partnership, both companies plan to launch joint offerings in the area of big data analytics and transform customer data into actionable insight more efficiently.