SAP Marketing Cloud is a marketing solution that provides businesses with detailed customer information in real time. This allows brands to get to know their customers better and to personalize their approach on all channels through the entire customer journey, which helps to increase conversion rates and customer loyalty. SAP Marketing Cloud recognizes all of the relevant signals from customers in real time based on contextual marketing and then records all associated purchase intentions across all channels. It uses this data to constantly update a complete profile for both existing and potential customers with information like past buying behavior, potential future buying behavior, how and where the customer moves, which websites and apps they use, and whether they are more likely to reach out to call centers or sales personnel.