My role covers CRM and Social Media Strategy and Business Development with Partners in the Application Innovation team within SAP Business Suite. Vertical data integration is fundamental for big data, high-velocity, real-time, iterative analytics. Through integration with core SAP Applications, third party data lets Customers bring in more data sets and add-it to existing CRM files to develop more actionable intelligence in order to derive insight. This insight will allow our customers to execute more business transactions at the end points and literally tie and measure the business outcome to a real-time execution.