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Customer Data

Soar to new levels of revenue growth, risk protection, and scalability by understanding customers like never before.

Accelerate growth using trusted, enterprise-wide customer data insights

Acquire more known users and strengthen customer retention using curated and permission-based data insights surfaced from across the enterprise.

Put customer data at the core

Join Aberdeen and SAP to learn how customer data can drive revenue growth.

Product Overview

Scale and strengthen your business by orchestrating relevant customer insights to the right engagement systems in real time.


Holistic customer profiles

Unify anonymous, known, online, offline, behavior, transaction, operation, and back-office data around a first-party profile.

Purpose-driven data governance

Respect data privacy and address regulatory risk by maintaining the purpose of data throughout the customer lifecycle.

Hyper-personalized engagements across touch points

Push permission-based, accurate customer data to your marketing, e-commerce, in-store, sales, and service engagement systems.

Back-office system connection

Connect account profiles with your back-office data using the SAP Master Data Integration service.

Real-time insight activation

Calculate attributes continuously for segmentation, audience management, and in-the-moment decision-making. 


Customer onboarding and progressive profiling

Build a frictionless customer experience with native screensets and custom flows.

Passwordless authentication

Lower security risk with federated standards; single sign-on; and risk-based, multifactor, and passwordless authentication.

Profile orchestration

Centralize first-party profile data in an indexed, dynamic database and integrate with other customer engagement solutions.

Preconfigured integrations

Take advantage of a choice of more than 60 preconfigured technology integrations. 

We needed a platform where customers could come to order and have a great experience. That’s what SAP solutions have done for us.

Todd ThompsonCIO, dōTERRA


Centralized consent and preference repository

Store time- and date-stamped consent data in an audit-ready, centralized, and searchable repository in the right region.

Automatic version control

Trigger consent requests automatically as business needs change and reflect updates on customer profiles in near real time.

Data privacy compliance support

Address data privacy laws – such as GDPR, CCPA, or LGPD – and give customers control over their personal data.

Consent data enforcement

Match customer data to globally enforce consent across brands, channels, devices, and downstream applications and services.

Customer self-service preference centers

Offer self-service preference centers to give customers control of their personal data and handle data subject access rights.

SAP Customer Data Cloud allows us to bring together the vast amount of data we have on our travelers and become an intelligent enterprise.

Miriam MoscoviciSenior Director, BCD Travel


Delegated administration

Onboard partners and customers with delegated administration and self-services for consent, preferences, and personal data.

Business policy-based access management

Use policy-based access control to offer coarse- or fine-grained access to applications, platforms, products, and data.

Security risk mitigation

Defend your data by mitigating breach risks with dynamic access control.

Data privacy compliance support

Store consent and preference data in an audit-ready repository and give end users control over their personal data. 

What are experts and analysts saying about customer data solutions from SAP?

Forrester: SAP is a leader in CIAM solutions

See why SAP is named a CIAM leader in the Forrester Wave™: Customer Identity and Access Management, Q4 2020 report.

KuppingerCole names SAP a CIAM platform leader

Learn why SAP was rated as a leader in the rapidly evolving category of customer identity and access management (CIAM).

Forrester: the Total Economic Impact™ of SAP solutions

See how a composite organization achieves 269% ROI over 3 years with SAP e-commerce and customer data solutions.

Frequently Asked Questions

Customer data solutions from SAP formed when SAP purchased Gigya in 2018. We offer enterprise-ready solutions focused on customer identity and access management (CIAM), consent and preference data management, B2B partner lifecycle management, and customer data platforms (CDPs).

Contrary to traditional identity access management (IAM), customer identity and access management (CIAM) is focused on the customer experience (CX). SAP CIAM for B2C uses a single cloud platform that enables brands to:

  • Remove friction at registration and login through customer identity management
  • Provide secure authentication across digital properties and devices
  • Build robust customer profiles based on first-party, permission-based data
  • Govern profiles and orchestrate them in near real time with other engagement solutions to deliver personalized experiences

With SAP CIAM for B2C, your brand can turn anonymous online visitors into known, loyal customers. 

Learn more about SAP CIAM for B2C.

Brands can break customer trust by not providing enough transparency about how personal data gets used and by not offering customers control over their personal data. This leads to brand reputation damage and heightened risk of data privacy regulatory violations. Through our enterprise consent and preference management (ECPM) software, as well as our customer data platform (CDP), you can:

  • Give customers the transparency and control they demand
  • Honor the purpose of customer data at every stage of the customer relationship
  • Address data privacy regulations, such as GDPR and CCPA

Learn more about SAP Enterprise Consent and Preference Management.

Learn more about SAP Customer Data Platform.

SAP has designed a cloud-native platform with elevated abilities to help your business increase acquisition, retention, and loyalty. It ingests and processes the massive amounts of customer data across your enterprise. Through its data governance and data privacy capabilities, you can honor the purpose of customer data at every stage of the customer relationship. With its real-time data activation, you can fuel accurate and in-the-moment engagement across every single touch point – online and offline.

Learn more about SAP Customer Data Platform.

The three key customer data management points for navigating GDPR, CCPA, LGPD, or any other data privacy regulation are:

  • Providing transparency into how you collect and process customer data by presenting clear requests for consent, managing those requests as business needs change, and storing consent data in a searchable and audit-ready repository
  • Giving customers control over their personal data and addressing the data subject access rights detailed in the applicable regulations
  • Honoring the purpose of customer data collection and processing at every stage of the customer relationship

Learn more about addressing data privacy regulatory requirements.

Questions? Get in touch!

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