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SAP Marketing Cloud

SAP Marketing Cloud

SAP Marketing Cloud is an enterprise marketing automation platform for campaign management, audience segmentation, and customer journey orchestration. Scripts enable web tracking and behavioral data collection to build customer profiles and trigger personalized campaign responses. Sets cookies and pixels to identify visitors and attribute marketing interactions.

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Overview

SAP Marketing Cloud is an enterprise marketing automation platform within SAP's Customer Experience portfolio. It enables organizations to execute targeted campaigns, segment audiences based on behavioral and transactional data, and orchestrate personalized customer journeys across email, web, mobile, and social channels. The web tracking component deploys scripts on company websites to capture visitor behavior and feed it into SAP's customer profile and segmentation engine.

What This Script Does

SAP Marketing Cloud deploys a web tracking beacon on websites to capture visitor interactions and attribute them to customer profiles.

  • Scripts loaded: The SAP Marketing Cloud tracking script loads from the organization's SAP instance or from SAP's cloud infrastructure, initializing behavioral tracking on the page
  • Behavioral tracking: The script records page views, product views, content interactions, search queries, and navigation paths. These events are transmitted to SAP Marketing Cloud to build and enrich customer profiles.
  • Cookies set: The tracking script sets first-party cookies containing visitor identifiers that persist across sessions. These identifiers link anonymous browsing behavior to known customer records once the visitor identifies themselves (e.g., through a login, form submission, or email click).
  • Contact matching: When a visitor clicks a link in a marketing email or logs into their account, SAP Marketing Cloud matches all prior anonymous browsing data to the identified customer profile, creating a unified interaction history.
  • Audience segmentation: Behavioral data feeds SAP's segmentation engine, which groups visitors into target audiences for campaigns based on browsing patterns, purchase history, and demographic attributes.
  • Data collected: Page URLs, product IDs viewed, search terms, referrer URLs, browser and device information, visitor identifiers, and any custom events configured by the marketing team.

Consent & Compliance

SAP Marketing Cloud falls under the marketing consent category.

Under GDPR and ePrivacy, the web tracking script requires explicit opt-in consent. It sets persistent cookies for visitor identification, tracks detailed browsing behavior, and links anonymous sessions to identified customer profiles — all constituting processing of personal data for marketing purposes under GDPR. The ePrivacy Directive requires consent for non-essential cookies used for behavioral tracking. SAP provides consent management integration capabilities within its Marketing Cloud platform.

Under CCPA/CPRA, the behavioral tracking, customer profiling, and audience segmentation constitute processing of personal information for advertising and marketing purposes. If the resulting customer segments are shared with third-party advertising platforms, this may constitute "sharing" of personal information for cross-context behavioral advertising.

SAP offers EU data center options for data residency compliance.

Should You Block This Without Consent?

Yes. SAP Marketing Cloud's web tracking script exists to build customer profiles for marketing campaigns. It sets persistent identification cookies, tracks detailed browsing behavior, and links anonymous visits to known customer identities. Block the tracking script until the user grants marketing consent.

Is SAP Marketing Cloud GDPR compliant?

SAP Marketing Cloud typically loads marketing trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So SAP Marketing Cloud can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads SAP Marketing Cloud, not on SAP Marketing Cloud itself.

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Consent Categories

Marketing

Also Known As

sap marketing cloudsap marketingsap emarsyssap campaign managementsap audience segmentation

Industries

Computers Electronics and TechnologyProgramming and Developer Software

Tracked Domains (1)

emarsys.comMarketing

emarsys.com is a marketing domain operated by SAP Marketing Cloud, used to serve ads, build audiences, and measure ad conversions.

Frequently Asked Questions

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