Special Reports

SAP's acquisition of Gigya integrates omnichannel marketing and commerce experience



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In a digital world where brands must balance personalized messaging while combating not only dwindling consumer trust but also login fatigue and increased government intervention, both consumers and chief marketing officers should applaud the SAP (NYSE: SAP)-Gigya deal. The addition of Gigya’s consumer-centric, data privacy-compliant platform to SAP Hybris’ existing enterprise marketing and commerce capabilities will enhance the new entity’s value proposition on multiple fronts. Leveraging existing integration with SAP Hybris, the customer identity and access management (CIAM) vendor’s opt-in Identity Exchange Marketplace, whereby 1.3 billion consumers control how and when login credentials are shared with 700 brands, provides deterministic data that will ultimately help address a significant piece of the omnichannel challenge, enabling the orchestration of more timely and more relevant brand messaging.

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