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Using Marketing Analytics

<div id="content"><p tabindex="0">SAP Marketing Cloud comes with a marketing-specific license of SAP Analytics Cloud, embedded edition or SAP Analytics Cloud which allows you to access all relevant business data and integrated analytics directly into your business processes, visualized on one screen. In SAP Marketing Cloud, you can either use the pre-delivered standard marketing analytics content, or you can create your own analytics content based on your data sources.</p><p tabindex="0">The Analytics and Report Gallery application is based on the use of the analytic capabilities of SAP Analytics Cloud. The Analytics and Report Gallery app is a central entry point where you can access all analytics and reporting content like analytics stories and operational reports.</p><p tabindex="0">For more information, see <a target="_blank" href="https://help.sap.com/docs/SAP_MARKETING_CLOUD/b88f770e4b7c4ecead5477e7a6c7b8f7/a046702650254b589d15ee8ca469af9c.html?locale=en-US">the documentation</a> about the Analytics and Report Gallery.</p><div class="kalturaVideoLessonWrapper"><div aria-label="" class="kalturaVideoLessonContainer" data-testid="video" id="1_7hn1mlwv"></div></div></div>

Marketing Analytics Overview

<div id="content"><p tabindex="0">SAP Analytics Cloud capabilities empower you to analyze real-time data and get value out of it. You can take advantage of the pre-built dashboards that SAP Analytics Cloud provides, or you can create your own reports according to your needs. This will bring analytics insights and help you in making data-driven decisions.</p><p tabindex="0">SAP Analytics Cloud leverages data from:</p><ul style="list-style-type:disc"><li tabindex="0"><strong>SAP Marketing Cloud</strong>: Market with intelligence in the moment</li><li tabindex="0"><strong>SAP Commerce Cloud</strong>: Enable personalized shopping experience across touch points</li><li tabindex="0"><strong>SAP Customer Data Cloud</strong>: Build customer trust and loyalty</li><li tabindex="0"><strong>Customer 360</strong>: View customer across all touchpoints within an organization</li><li tabindex="0"><strong>SAP Service Cloud</strong>: Support effortless service experiences with end-to-end interaction-to-resolution</li><li tabindex="0"><strong>SAP Sales Cloud</strong>: Builds relationships and guide customers throughout their journey</li><li tabindex="0"><strong>Intelligent Digital Boardroom</strong>: Pulls information across the entire business to provide a complete view of critical business metrics</li></ul><div class="note"><div class="noteTitle"><span class="noteIcon"><img title="Note" src="/icons/note.svg"></span><span class="noteTitleText">Note</span></div><div class="noteBody"><p tabindex="0">Depending on your license, you have either SAP Analytics Cloud or SAP Analytics Cloud, embedded edition. Please make sure to check your SAP Analytics Cloud version. To find out how to identify your SAP Analytics Cloud version, please check out <a target="_blank" href="https://help.sap.com/docs/SAP_MARKETING_CLOUD/8982c0f28bca4839b563f10df1f8c259/201e5b78056d499697d2a2c8b4092607.html">the documentation</a></p><p tabindex="0">Please be aware that some information in Marketing Analytics may not be relevant to you, depending on your license.</p></div></div></div>

Integration Overview

<div id="content"><p tabindex="0">Watch this video to learn more about the key functions of marketing analytics:</p><div class="kalturaVideoLessonWrapper"><div aria-label="Understanding the Key Features and Functionalities of Marketing Analytics" class="kalturaVideoLessonContainer" data-testid="video" id="1_6z9dxipj"></div></div></div>

Key Features and Functionalities of Marketing Analytics

Uncover Key Features and Benefits of SAP Marketing Cloud

Uncovering the Key Features and Benefits of SAP Marketing Cloud: Understanding Marketing Business Drivers

Marketing analytics is not only a business scenario of SAP Marketing Cloud, but also an essential need. It goes hand-in-hand with every task related to measuring marketing data. Marketers must ensure their budget is best invested to reach the most viable strategies and exceed their competitors. At a high level, at least six dimensions can be classified as marketing business drivers. These are business scenarios, channels, data sources, features, your organization, and geographical circumstances. All these dimensions should be analyzed on their own, while also keeping in mind that people have to be inspired with new ideas and trends based on a comprehensive overview of KPI attainment and performance benchmarks. Now looking at the goals of marketing-related business roles, one of today's challenges for marketers is to aggregate meaningful marketing data. SAP Marketing Cloud has implemented plenty of features to drive your business to positive outcomes based on success measuring. With SAP Marketing Cloud, you'll be able to analyze customer data points, visualize them, and get meaningful analytics out of them. This will lead you to get valuable insights into your marketing business, predict a future as well as customer behaviors, and make data-driven decisions. So how does SAP Marketing Cloud help marketers do their daily work? We provide a rich set of real-time analysis tools for tracking your business and measuring your marketing performance and success. You can easily track your campaign performance, marketing planning, contacts, leads and accounts, and more by using Analytics Stories in Operational Reports. You can access all Stories reports in analytical apps in one central place, the Analytics and Report Gallery, making it easy for you to jumpstart your work in Analytics. If the pre-delivered standard stories and reports don't cover your use case, you can create custom analytics stories and operational reports. SAP Marketing Cloud is an integrated and centralized system. You can track and analyze your data in real-time and make data-driven decisions with confidence.

Uncovering the Key Features and Benefits of SAP Marketing Cloud: Understanding the Key Features and Functionalities of Marketing Analytics

Let's look at some major marketing analytics features and functionalities of SAP Marketing Cloud. SAP Analytics Cloud is SAP's primary analytics platform. It supports you with analytical storyboards, pre-delivered dashboards, and KPIs. SAP Analytics Cloud offers fully customizable content, agile and real-time analytics, as well as intuitive front-end layout capabilities. Another key feature are CDS Views, or Core Data Views. They support reporting on objects and data cubes located in the marketing system. As a marketer and data analyst, you can slice and dice your data or provide new analytical insights by designing queries and views. You can run reports for fast system feedback or model the data as required. Please note that the CDS Views can also be consumed by SAP Analytics Cloud to deliver required input datasets as part of an analytics story. The analytic capabilities from SAP Analytics Cloud can be accessed right from within SAP Marketing Cloud. This analytics allows marketers to quickly track KPIs directly within applications such as campaigns, getting fast feedback on projected outcomes. Please note that SAP Marketing Cloud comes with regular and automated feature and function updates which empower and extend the described functionalities over time.