SAP announced the acquisition of Abakus, an attribution system that applies game theory to forecast scenarios that influence media buying and optimization. Abakus also uses split-funnel attribution, running its engine in both the upper part of the sales funnel and against lower-funnel activities. This methodology is meant to give advertisers a clearer view of which marketing activities drove customers toward a conversion. Abakus will fold into SAP’s Hybris Marketing Cloud Suite.
Marketing Attribution, Metrics and Insights
From the Announcement:
“We made a very smart acquisition with Abakus software, which adds another piece to the jigsaw,” he said. The Abakus piece lets marketers account for their content as it’s consumed across devices and channels.