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SAP HYBRIS MARKETING:CONTEXTUAL MARKETING IN REALTIME
Miriam Bender– Director of Marketing Solutions and Strategy
29.10.2015
Digitalgoods EmailDigital
adsWeb Instore/br
anch
Contactcenter
PrintMobile SocialMarketplace Searchkw/adsIoT SMS/Notificat
ns
MARKETING SERVICE SALESCOMMERCE
SAP hybris CUSTOMER ENGAGEMENT PLATFORM – SAP HANA CLOUD
CX MANAGEMENT
CUSTOMER DATA MANAGEMENT
SAP HYBRIS CUSTOMER ENGAGEMENT & COMMERCEOMNI-CHANNEL CUSTOMER ENGAGEMENT SUITE
ERP Supply Chain Warehouse Financials
How can we personally assistthousands of thousands of our
customers and prospects?
We are frustrating our customers ratherthan engaging them. We are bombarding
them with irrelevant messages ratherthan curating a personalized journey.
THE CHALLENGES IN MARKETING
As humans, we instinctivelyknow how to respond toemotional and behavioral cues.
Unfortunately, onemarketer cannot personallyassist thousands uponthousands of individuals.
How do we reach ourcustomers and engagethrough a rewardingrelationship?
How do we train our technology todo the same for our customers whenoften their identities, their thoughts,and their facial expressions are hiddenbehind a screen?
THE CHALLENGE
WE ADDCONTEXTTO MARKETING.
But Data is Spread Across the Organization
LEGACY APPLICATIONS,INTEGRATION, AND DATASILOS MAKE THISIMPOSSIBLE TODAY.CRM. WEB CMS. MOBILE.MARKETING. OMS. STORES.CONTACT CENTERS. ETC.
Our Approach – Centralized, Real-Time Customer Profile
DATA IS THE FUEL TO OPTIMIZE CUSTOMEREXPERIENCE AND BUSINESS RESULTS.
Leveraging All Types of Data is Required
Real-Time Contextual Engagement Across Channels
SAP hybris Marketing supports the Digital Marketing Process
Context, interests &predictions
Personalizedtargeting &
orchestration
Merge, match andenrich
Events &interactions
from all channels
Campaign executionin all channels
Plan, measure & optimize
Market data & events
Sales & service data
Financial data
Big data industry
Social media, web E-mail, SMS, traditional
Lead, opportunity
Interaction center
Personalized commerce
Digital & social channel
Capturing response
SAP hybris Marketing: Product View
3rd Party Applications(for data & execution)
SAP HYBRIS MARKETING
SAP and Other1st Party Applications
* beta
Acquisition Conversion Loyalty*
Planning
Segmentation Recommendation
Insight
Batch & EventsSocial providers
Mobile providers
Email Engines
Ad Providers
Service
ERP
Commerce
Sales
Marketing Data Management
Batch & Events
MarketingTechnologyProviders
In 2015 over1,876 vendors!
Double thevendors in12 months
hybris Marketing Extend Partners
OPEN ECOSYSTEM§ Open architecture§ Prebuilt integrations with
leading ISV partners§ Single point of integration§ Batch & real time§ Inbound & outbound§ RDS deployment by SI partners
LAUNCH PARTNERSAdobe, Bloomreach, Facebook,Krux, Marketo, Sprinklr, Turn
AVAILABLE NOW.CLOUD, OR ON PREMISE.
DELIVERED THROUGHOUR ECOSYSTEM.
PRIVATE CLOUD
SAP hybrisMarketing
(Subscription)
SAP hybris MarketingThe 3 Main Deployment Alternatives
SAP hybris Marketing onSAP HANA Enterprise Cloud
PUBLIC CLOUD
SAP S/4HANA CloudMarketing Edition
SAP S/4HANACloud Marketing Edition
(Subscription)
Infrastructure run by SAP
ON-PREMISE
SAP hybrisMarketing(perpetual)
SAP HANA(perpetual)
Customer Infrastructure
Customer ITDepartment
SAP hybris Marketing onCustomer Site
SAP hybrisMarketing(perpetual)
SAP HANA(perpetual)
Infrastructure run by SAP (HEC)
ManagedService run
by SAP(HEC)
SAP HANA(Subscription)
orOne price for Marketing including all
enabled options
Segmentation
Insights…
options
§ On-Premise: the deployment option for customers who are cloud averse or want to leverage existing infrastructure and resources§ Private Cloud: the Cloud option for customers avoiding an own infrastructure and having significant scope/integration extension requirements§ Public Cloud: the Cloud option for customers who want to go live fast with fitting out-of-the-box scope
Key Message
Segmentation
Insights…
options
…Segmentation
Insights
options
hybris Marketingcommercial and deployment options
PRIVATE CLOUD
SAP hybris Marketing onSAP HANA Enterprise Cloud
PUBLIC CLOUD
SAP S/4HANA CloudMarketing Edition
SAP S/4HANA Cloud Marketing Edition(Subscription)
Infrastructure run by SAP
ON-PREMISE
hybris Marketing(perpetual)
SAP HANA(perpetual)
Customer Infrastructure
Customer ITDepartment
SAP hybris Marketing onCustomer Site
THREE OPTIONS TO DEPLOY SAP’S MARKETING PRODUCT
hybrisMarketing(perpetual)
SAP HANA(perpetual)
Infrastructure run by SAP (HEC)
ManagedService run by
SAP(HEC)
hybrisMarketing
(Subscription)
SAP HANA(Subscription)
or
DECISION CRITERIAhigh lowupfront investment
high lowtime to go-live with out-of-the-box scope
high lowdedicated technical skill set (e.g. HANA) required
low highspeed of innovation (e.g. adoption of new versions)
high lowaccess & flexibility of codeline changes (e.g. decision on upgrade)
SAP hybris Marketing - Cloud Experience
hybrisMarketing
hybrisMarketing
Starter EditionRun pre-defined scopeon own data in 1 day!
Business AdoptionContinuous evolutionof business scenarios
RDS for ImplementationRDS for Rapid Data Load
Free 3-Day Trialw/ pre-defined demo data
hybrisMarketing
Web Journey starts 2 minutes 1 week continuously
SAP hybris Marketing – Available SAP Rapid Deployment Solutions
Implement solutionin 9-12 weeks
§ Customer Value Intelligence
§ Audience Discovery and Targeting
§ Integration into Sales and Marketing
§ Social Contact Intelligence
§ Predictive Segmentation
§ Access to hybris Marketing via SAP Fiori Launchpad
§ Campaign Management
§ hybris Marketing for Telecommunications
Load legacy SAP, non-SAP,and 3rd party data
§ Load Non-SAP ERP application and customer relationship management(CRM)
§ Load Satisfaction survey for SAP hybris Marketing
§ Load items of interaction data for SAP hybris Marketing
§ Load social media data for SAP hybris Marketing
§ Load clickstream data for for SAP hybris Marketing
§ Load emails as social media data for SAP hybris Marketing
§ Implement Social Data Harvesting Connector for SAP hybris Marketing
http://service.sap.com/rds-yMKT http://service.sap.com/rds-dlh
SAP – Global Marketing
Match new interactions ofcontacts into existing contactprofiles or create new ones.
Score the contacts todecide rule-based on the nextstep to follow-up with.
BENEFITS
Manage 60 million contacts.
Some of them are contacts atcustomers, others are not.
OBJECTIVE
Help to better nurture andmanage our leads.
Platform EcosystemApplications
Next generation enterprisemarketing platform to managerich consumer profiles andcustomer data.
Open access to enabledevelopers and ISVs to accessand build on the platform.
A new type of marketingapplications to gain real-timeinsights, deliver contextuallyrelevant experiences and marketwith speed and agility.• Real-time marketing analytics• Predictive profiling• Omni-channel campaign
management
Key Messages
Thank you
BackupSAP hybris Marketing Details
§Gain insight about known customersand unknown people in real-time
§Merge, match, and enrich profilesacross all channels
§ Identify interests and create a 360° viewof people in your ecosystem across allchannels
§ Predict likelihood to buy, churn, showinterest and other behaviors in realtime. In time to react.
§Develop people from anonymouscontacts to high-value customers andbrand advocates
MARKETING DATA MANAGEMENT
§ High performance customer segmentation on BigData in real-time§ Great visualization & exploration tools to slice and
dice data on the fly§ Waterfall UI with rich set of segment operations to
easily build complex segmentation trees with real-time counting§ Ad hoc analysis and segmentation at the same
time, self service by business users.§ Optimize target groups leveraging predictive
analytics§ Highly flexible on data source, incl. unstructured
data from social media, geospatial data, SAP andnon-SAP data
SEGMENTATION
§ Provide context-relevant, smart recommendationsbased on previous purchasing behavior in real-time leveraging predictive analytics
§ Increase conversion rates and average sales ordersize by cross-selling and up-selling
§ Self-Learning models
§ Wizard-based UI for business analyst
§ Deploy in any channel
§ Standard integration with hybris commerce
RECOMMENDATION
ACQUISITION
§ Plan and set up multi-channel, multi-wavecampaigns
§ Manage communication templates§ Create personalized, targeted content for
execution§ Execute multi-channel, multi-wave campaigns
(email, SMS etc.)§ Automate Automate campaigns with triggers &
actions (e.g. click link in mail -> send SMS)§ Triggered execution through segmentation criteria
and marketing events like cart abandonment§ Detailed analytics at individual engagement level
– contacts and communications§ Aggregate across campaign to measure key KPIs
§ Real time email remarketing to nurture potentialprospects lifts ecommerce revenues by 2% - 10%
§ Real-time scoring of browsing behaviour to deriveinsights for contextual 1:1 marketing
§ Orchestrates a sequence of campaign steps to drivecustomers back to the site
§ Real time monitoring ensures campaigns are always instep with customers
§ Built in rules and A/B testing
§ Pre-packaged integrations real time with ESP’s, DSP’sand CRM systems for cross touchpoint execution.
CONVERT – REAL TIME 1:1 REMARKETING
Advertising Email CallCenter
MobilePush
Social
INSIGHT – MARKETING PERFORMANCE MANAGEMENT
§ Define your own KPIs from multiple (internal &external) data sources
§ Independent of traditional IT Reporting structures
§ Role oriented modelling paradigm, i.e. Dashboarddesign by composer and consumption by businessuser
§ Form-support for desktop, tablet and smart phone
§ Standard visualization catalogue for attractiveinformation design
§ Multiple Drill Downs can be viewed in parallel to theroot-components
§ Global filtering based on chosen dimensions
§ Detailed view to visualize overall reporting results
§ Customer portfolio analysis using the current andpotential value of your customers
§ Balanced score card to detect strength andweaknesses in a customer relationship
§ Whitespace analysis to derive additional revenuepotentials
§ Scoring of interactions on both consumers andcontacts of a buying center
§ KPI monitor to derive & detect trends and patterns fromtime series analysis
§ Derive personalized engagements from those insights
INSIGHT – CUSTOMER VALUE INTELLIGENCE
§ Top down planning and budget distribution§ Bottom-up budget allocation§ Budget planning and consumption for all levels of
the marketing organization§ Joint embedded analysis for managers and
employees on all dimensions without need for BI /data warehouse
§ Integrated calendar view of marketing campaignsand analysis
§ View campaign key figures based on CampaignCategories, Priority, Programs, Responsibilities,Status and Region
§ Optimized for Desktop and Tablet§ Native Calendar support (e.g. MS Outlook, Apple
Calendar) using iCalendar (.ics) format
MARKETING PLANNING
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