PeopleSoft, SAP Tools Give Marketing Insight

Software updates from PeopleSoft and SAP enable users of their respective CRM applications to better analyze customer and constituent data for marketing and customer-care activities, the companies said.

Software updates from PeopleSoft Inc. and SAP AG enable users of their respective CRM applications to better analyze customer and constituent data for marketing and customer care activities, the companies said.

PeopleSofts Enterprise CRM for Wealth Management consolidates client information from multiple sources within diverse organizations. PeopleSoft, of Pleasanton, Calif., introduced the software last week.

The wealth management package is designed to help a financial services company manage customers who buy more than one of the companys products. A user at a bank, a brokerage or an insurance company could use the software to gather data on a customer from across multiple accounts to determine if he or she is eligible for a special rate or likely to buy a new product.

Separately, SAP officials said the update to the companys NetWeaver business integration platform announced at CeBIT here this month will give a boost to users of its customer relationship management applications.

NetWeaver 2004s business intelligence and portal components provide new analytic extensions to MySAP CRM, enabling business users to design analytic processes that map to their business processes. Users will be able to design software agents that run in the background, analyzing data from multiple business applications and feeding the information into operational CRM processes, such as for a call center or marketing application, said SAP officials in Walldorf, Germany.

The NetWeaver updates new in-memory database technology will bring a new search engine to MySAP CRM. The search engine will be able to search millions of records from multiple data sources in seconds, said SAP officials. Its expected to be particularly useful in the marketing campaign modeling process, as users will be able to determine specific customer segments to market to, said Siegfried Leiner, vice president of CRM product management at SAP.

The analytics extensions for MySAP CRM will be available to customers in June, with the high-speed search engine to follow in September.

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