RESEARCH & RESOURCES

SAP Helps Enterprises Understand, Respond to Social Sentiment in Real Time

SAP rapid-deployment solution for sentiment intelligence with SAP HANA combines data from social media platforms with CRM systems for deeper customer insights.

SAP AG today introduced a new solution to help organizations gain real-time insights into market trends and customer sentiment. Companies can adopt the rapid-deployment solution in less than six weeks to use up-to-the-minute customer data for more effective business strategies and decision-making. The SAP rapid-deployment solution for sentiment intelligence with SAP HANA is now generally available.

According to Gartner Inc., more than 80 percent of the data in the world today exists in unstructured form and is expected to double every three months. To remain competitive, companies must rapidly extract insights from this data by equipping business analysts and decision-makers with instant access to analysis of blogs, social media sources, e-mail messages and other communications.

The SAP rapid-deployment solution for sentiment intelligence with SAP HANA lets users analyze customer sentiment from social networking sites, communities, wikis, blogs, and other sources, and combines the information with customer relationship management (CRM) text data. Users can evaluate customers' insights through easy-to-read views on their mobile devices, tablets or desktops, enabling them to take immediate action. This is the latest offering from SAP to help customers quickly adopt effective "big data" analytics solutions.

The solution loads text data from Twitter, Facebook, SAP StreamWork, and any other Web channel with a publicly available API. It applies semantic analysis using text data processing capabilities from SAP Data Services software. Decision-makers can visualize customers' sentiments toward their products and brands in real time using SAP BusinessObjects Explorer and the SAP HANA platform, including:

  • Closely aligning market sentiment with sales campaigns, promotions, and service activities
  • Proactively improving customer satisfaction by listening, monitoring, and responding in a timely manner
  • Projecting sales and marketing trends to drive increased revenue

Analyzing all types of unstructured data (e.g., HTML, XML, and TXT files) residing in internal (intranet) or external (Internet) forums, blogs, wikis, and company websites to derive insights for better business value.

With the solution, sales and marketing departments can analyze large volumes of text data to identify relevant nuggets of information, which can be integrated with structured data such as sales and marketing campaigns residing in the SAP Customer Relationship Management (SAP CRM) application to gain new insights. Organizations can evaluate the impact of these campaigns and events on consumer awareness, sentiment, behavior and, intention to better understand the local demand for products and services or to receive early warning of defects and shortcomings.

The SAP rapid-deployment solution for sentiment intelligence with SAP HANA combines pre-configured content, best practices and pre-defined services to quickly deploy the solution with immediate cost-savings.

More information is available at www.sap.com.

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