Adverity, a leading force in marketing data intelligence, has announced a partnership with SAP that will allow organisations to streamline marketing data integration with SAP Data Warehouse Cloud. Using Adverity’s Datatap solution, businesses will be able to quickly and efficiently connect hundreds of sources of marketing data with SAP Data Warehouse Cloud to reduce complexity and fuel better marketing decision making.

Adverity’s Datatap platform is designed to help convert disparate marketing data into actionable insight. By automatically collecting, preparing, and unifying data from multiple sources, it generates a single source of truth that can help guide more precise and profitable marketing activity, and be integrated with any system.

“By making it simple for the business user to have all data immediately available, we are empowering businesses to create data citizens within their companies and unlock insights previously unavailable,” said Martin Brunthaler, CTO at Adverity.

Adverity aims to harness the capabilities of intelligent technologies to drive tangible business results. By consolidating fragmented data into a single view of performance, it enables organisations to uncover the true impact of their marketing efforts, and instantly identify opportunities to drive growth.

Founded in 2014, the company has expanded from its headquarters in Vienna to offices in Frankfurt and London. Adverity also facilitates the marketing intelligence efforts of multiple leading brands and agencies, including Ikea, Red Bull, Unilever, GroupM, Omnicom and Zurich Insurance.

In addition to providing a rich insight repository, the Adverity partnership with SAP will provide:

- More than 400 data sources natively integrated into SAP Data Warehouse Cloud
- Natively combining SAP Analytics Cloud with Adverity´s marketing ecosystem of data
- Ship data from SAP Marketing Cloud via the Data Warehouse Cloud