How Microsoft, Adobe and SAP are collaborating to improve customer data management
Customer data is a valuable asset for any business, but it can also be a challenge to manage and integrate across different platforms and applications. That's why Microsoft, Adobe and SAP announced the Open Data Initiative (ODI) in 2018, a joint effort to create a common data model and a unified data lake for customers to store and access their data from various sources.
The ODI aims to help customers transform their customer experiences through real-time insights delivered from the cloud, leveraging the power of artificial intelligence and machine learning. By breaking down the silos of data, customers can gain a more holistic view of their customer interactions, optimize their business processes, and drive innovation.
At the Adobe Summit in March 2019, the three partners revealed additional details about how they plan to expand the ODI and bring in more industry partners. They also showcased the first customer use case based on how Unilever is using the ODI to reduce its plastic packaging and encourage consumer recycling.
According to a press release from Microsoft, the three companies plan to deliver in the coming months a new approach for publishing, enriching and ingesting initial data feeds from Adobe Experience Platform, activated through Adobe Experience Cloud, Microsoft Dynamics 365, and Office 365 and SAP C/4HANA, into a customerâs data lake. This will enable a new level of AI and machine learning enrichment to garner new insights and better serve customers.
To accelerate the development of the initiative, Adobe, Microsoft and SAP also announced plans to convene a Partner Advisory Council consisting of over a dozen companies including Accenture, Amadeus, Capgemini, Change Healthcare, Cognizant, EY, Finastra, Genesys, Hootsuite, Inmobi, Sprinklr, and WPP. These organizations span myriad industries and customer segments and believe there is significant opportunity in the ODI for them to drive net- new value to their customers.
The ODI is an open and collaborative project that welcomes other partners and customers to join and contribute. The three partners have also published an initial version of the common data model on GitHub for anyone to review and provide feedback.
The ODI is an example of how Microsoft, Adobe and SAP are working together to empower customers with better data management and analytics capabilities. By enabling customers to own and control their own data across different applications and platforms, the ODI aims to create more personalized and engaging customer experiences that drive business growth.
Some of the benefits of the ODI are already evident in the case of Unilever, one of the world's largest consumer goods companies. Unilever is using the ODI to connect data from various sources, such as product inventory, plastic usage, consumer behavior, and recycling rates, to create a more sustainable business model. By using AI and machine learning to analyze and enrich the data, Unilever can gain insights into how to reduce its plastic packaging, design more recyclable products, and encourage consumers to recycle more. This not only helps Unilever achieve its environmental goals, but also enhances its brand reputation and customer loyalty.
Another benefit of the ODI is that it fosters innovation and collaboration among different stakeholders in the data ecosystem. By creating a common data model and a unified data lake, the ODI enables data producers, data consumers, and data intermediaries to share and re-use data more easily and securely. This can lead to the development of new products and services that address customer needs and create value. For example, a travel company could use data from Microsoft Dynamics 365, Adobe Experience Cloud, and SAP C/4HANA to create a personalized travel experience for its customers, offering them relevant recommendations, discounts, and rewards based on their preferences and behavior.
A third benefit of the ODI is that it improves the efficiency and transparency of public services. By making government data open and accessible, the ODI can help citizens and civil society organizations monitor and evaluate public policies and programs, hold governments accountable for their actions, and participate in decision-making processes. For instance, a citizen could use data from various government sources to track how public funds are spent on health care, education, or infrastructure projects, and provide feedback or suggestions to improve service delivery. Alternatively, a civil society organization could use data from different sources to advocate for social justice issues, such as gender equality, human rights, or environmental protection. ec8f644aee