Knowledge is power, and the more you know about your customers the more powerful and profitable your company will be. In today’s faced-paced digital age, data is what helps companies stay in tune with the needs of consumers and deliver experiences that those consumers demand. Unfortunately, the data is fractured, coming from many different sources and stored in different places. The end result is fractured customer experiences.
In an effort to weave all of this fractured data—CRM, ERP, commerce, sales, product usage and more—into a complete, single customer view, Microsoft, SAP, and Adobe have teamed up to launch an Open Data Initiative. The initiative creates a common approach and set of resources based on three guiding principles:
- Every organization owns and maintains complete, direct control of its data
- Customers can enable AI-driven business processes to derive insights and intelligence from unified behavioral and operational data
- A broad partner ecosystem should be able to easily leverage an open and extensible data model to extend the solution
Armed with a clearer, more comprehensive understanding of their customers, companies can more effectively support privacy and security initiatives and more easily use AI and advanced analytics for real-time customer engagement,.
“Together with Adobe and SAP we are taking a first, critical step to helping companies achieve a level of customer and business understanding that has never before been possible,” says Satya Nadella, CEO of Microsoft. “Organizations everywhere have a massive opportunity to build AI-powered digital feedback lops for predictive power, automated workflows and ultimately, improved business outcomes.”
To deliver on the Open Data Initiative, the three partners are enhancing interoperability and data exchange between their applications and platforms — Adobe Experience Cloud and Adobe Experience Platform, Microsoft Dynamics 365, SAP C/4HANA and S/4HANA — through a common data model. The data model will provide for the use of a common data lake service on Microsoft Azure. This unified data store will allow customers their choice of development tools and applications to build and deploy services.