SAP buys Gigya to boost customer identity access management offering
SAP is giving its business software users a new way to track their customers, with the acquisition of customer identity management specialist Gigya.
If your business isn’t already a Gigya customer, then you’re most likely to have seen its name flickering in your browser’s status or address bar as you log in to consumer websites. Banks, hotel chains, media companies and e-commerce stores use its opt-in registration service to track their customers’ identities and provide them access to services.
SAP’s wants to combine the 1.3 billion identities Gigya holds with the data-matching capabilities of SAP Hybris Profile, the multichannel customer profiling module of its Hybris e-commerce platform. The two companies have been testing the combination on a smaller scale since 2013, when they began offering an integration service for businesses that were joint clients.