In 2020, more and more entities are shifting focus to experience-driven marketing. However, on a global level, that can create challenges with local regulatory requirements and SAP's new product is aimed at making things more scalable.
As Ben Jackson, general manager for SAP's Customer Data Cloud, puts it:
|"Effective Experience Management is built on engaging customers and partners at every touchpoint. Those first conversations are critical, as they set the tone for the relationship. As the relationship matures, so does the complexity of managing a potentially massive network of external stakeholders globally, with access to internal data. SAP CIAM for B2B is the first package of solutions that offers policy-based access control, looking at the wider context of who you are before granting a partner user access to data. As we reach the first anniversary of GDPR, we are now also providing a smarter way to manage a deeply complex ecosystem while maintaining trust."|
There's no doubt compliance has become more of an issue for marketers wishing to scale across international boundaries. SAP says data security has to be a priority, but that it needn't be an issue with the right software solution. That has to be a positive sign for marketers struggling to keep up with a myriad of regulations and requirements globally? Surely what SAP is signalling here is that providers of tech are beginning to recognize the demand for scalable solutions - and provide practical remedies. It's an encouraging sign and one that will be welcomed by many marketing professionals. There's more here in SAP's press release.