SAP AG outlined its new and enhanced CRM analytics offering as part of the latest version of mySAP customer relationship management (mySAP CRM) announced in June. New capabilities in mySAP CRM include real-time analytics to leverage customer insight during each customer interaction; marketing optimization to boost response rates; sales, marketing and service business planning to closely measure performance against strategic targets; and out-of-the-box analytics scenarios. Leveraging SAP's deep knowledge of the key business processes of 23 industries and more than 6,500 installations of SAP's leading business intelligence offerings, the new capabilities expand the scope of core analytics functionality in mySAP CRM. By enabling deep integration with multiple sources and applications across the enterprise, organizations can now better measure and predict customer actions by transforming raw information into business strategies for optimizing the most profitable customer relationships.

The new analytics capabilities in mySAP CRM enable companies to extract more business value from their wealth of transactional data to better understand customers and the products they want, at what price, and under what conditions. Compared to point solutions, the integrated mySAP CRM solution is unique in its ability to integrate information from SAP and third-party sources, delivering comprehensive information to support more effective decision-making.

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