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Roland Markowski, Solution Sales Manager MEE
Oct 23rd 2018
SAP Customer Data Cloud from Gigya
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„Forget the idea thatyour company is
managing the customer relationship.“
B2B and B2C are moving towards “Me2B”
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Customers continue to demand more from their digital relationships
CUSTOMERS PROVIDEPERSONAL DATA
CUSTOMERS WANTBETTER EXPERIENCE
ONLY EXPERIENCEMATTERS
� of customers are morewilling to engage withcompanies that deliver bettercustomer experiences.
63%� Customer experience will
overtake price and productas key brand differentiator.
By 2020� willingly will give personal
information in exchange fora better experience
70%
Source of Forrester Consulting study is a research conducted for SAP Hybris in 2017: https://dam.sap.com/a/Xomnnl
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Me2B: Are you able to listen to your customers?
CUSTOMERS PROVIDEPERSONAL DATA
� Willingly will give personalinformation in exchange fora better experience
70%
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Organizations cannot deliver a consistent true personalized omni-channelexperience and are able to listen to its customers
CX MADE 4 ANONYMOUSUSERS
FRAGMENTEDCUSTOMER DATA
� Digital marketing infrastructureis made for pushing crosscampaigns to unknown usersand demographics based on“best guess”
� Poor data quantity andquality results inorganization just collectingand not effectively usingcustomer data for trustedpersonalized experiences
LIMITED TRANSPARENCYAND CONTROL
� Without the ability to showcustomers all their data,customers can’t control theirpreferences and consent
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Ecommerce System DMP Marketing Automation Analytics Ad Serving
CRM System or Data Lake
CMS or Ecommerce CMS App Platform App Platform Storefront
Are you able to listen to your customers: Probable not
SAP Customer Data Cloud
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“SAP Customer Data Cloud puts thepower in the hands of the customer and helps brands to deliver a
better experience based on customer’s voice
Recommendations &Personalization Segmentation &
Campaign Execution
Marketing Analytics
Customer Attribution
Marketing Planning &Performance Management
9© 2018 SAP SE or an SAP affiliate company. All rights reserved.
“SAP Customer Data Cloud puts the relationship in the hands of the customerand creates a single customer identity view within your stack.”
Ecommerce System DMP MarketingAutomation Analytics Ad Serving
CMS or Ecommerce CMS App Platform App Platform Storefront
CDC Identity, Consent, Profile PlatformYour Single Customer Identity
CRM System or Data Lake
10© 2018 SAP SE or an SAP affiliate company. All rights reserved.
Identity ProfileConsent
Identify and engage customers acrosschannels and devices.
Build Trusted Customer Relationshipsbased on Transparency and Control.
Power trusted digital experiences withfirst party data.
Registration-as-a-Service Preference & Consent Mgmt. Customer Data Store
SSO, Social & Federated & Authentication Self-Service Preference Center Profile Orchestration & Governance
Progressive and Conditional Workflows ToS and Opt-in Management Customer Insights
The SAP Customer Data Cloud Platform
SAP Customer Identity
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Lite Registration – 1st step to knoweach other better
Capture user data without creating a fullaccount or requiring passwords.
Key highlights:
• Passwords are not required
• Email double opt-in available
• Multiple opt-ins are de-duplicatedaround the email address
• Great for contest entries, newslettersubscriptions, emailing product detailsto your inbox
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Registration-as-a-Service: Fully Managed Authentication across all brands
Ensure thatidentities are uniqueand not fragemented
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Progressive Profiling
Continuously add data points to userprofiles.
Define triggers to capture data from yourusers over time. Triggers can include:
• Time elapsed
• Purchase and server-side confirmations
• Products or content viewed
• Logins
• Answers to previous questions
15© 2018 SAP SE or an SAP affiliate company. All rights reserved.
Me2B: Capture Data Continuously Over Time
Full Registration
Customer Identity Data
Lite Registration
Newsletter 1
Newsletter 2
Contest 1
Email‘Lite’ Account
FullAccount Progressively Profile
Lite Registration RaaS
With full accounts, users can be queried over time to build their profiles
SAP Customer ConsentSAP Customer Consent
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Imagine if You Could…
PRESENTPOLICIES
A secure profile, preference and consent management solution that addressesregional privacy compliance throughout the customer lifecycle.
AUDIT-READYVAULT
TRACKING ANDAUDITABILITY
ENFORCECONSENT
PREFERENCECENTER
PROFILE MANAGEMENT FOUNDATION
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Put the power in the hands of your customer
Customers canview, update,Or withdrawtheirprofile,preferences,consentusing a self-servicepreference center.
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Managing preferences and consent throughout the lifecycle of the customer
Audit-ReadyVault
SAP
Preference & Consent Capture
Present Policies▪ Terms of Service (ToS)▪ Privacy Policies▪ Cookie Consent▪ Consent for marketing, communication
preferences and custom activities
Version Control
Maintains Accurate Consent▪ Trigger consent renewals▪ Record consent at renewal▪ Track consent history▪ Audit consent
Self-Service Preference Center
Users Control Preferences & Consent▪ View profile, preferences & consent▪ Add and modify profile, preferences and
consent information▪ Withdraw consent▪ Download user data
Accurate and Enforced Records
Enforces Consent▪ Synchronize preferences, consent and
profile data to downstream marketing, sales,and services applications
20© 2018 SAP SE or an SAP affiliate company. All rights reserved.
Easily SetupConsent CollectionWorkflows
Consent may bedefined for one or moreproperties under thesame group or for anentire group ofproperties.
SAP Customer Profile
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SAP Customer Profile:Transform customer identity and data into Single Unified Record
SystemData
RegistrationData
CustomData
1st PartySocial /
FederationData
CRM ESP
§ Location§ Time Stamps§ Identity Source
§ First Name§ Last Name§ Email§ Gender§ Location§ Likes, Interests§ Relationship§ Education
§ Traditional Registration§ Progressive Profiling§ Opt-ins§ Consent§ Preferences
§ Brand Marketing Preferences§ Content Views§ Video Views§ Product Registration§ Entitlements§ Roles§ Comments / Reviews / Shares
B2B Site | B2C Site
§ Centralize the storage andindexing of all user data inreal time
§ Eliminate fragmentedidentity data
SAP Hybris Profile
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Customer Data Management for Me2B
Me2B
SALES
PROFILE(Golden Identity Record)
SERVICE
MARKETING
Back Office: ERP, Finance, Human Resources, Supply Chain, Procurement
SAP Customer Data Cloud from Gigya
ML / AI
SEGMENTATION
RECOMMENDATIONS
PROFILE(Data Management)
IDENTITY(Customer Experience)
CONSENT(Privacy Compliance)
24© 2018 SAP SE or an SAP affiliate company. All rights reserved.
Orchestrate profile, preferences and consent to downstream applications
EmailMarketing
MarketingAutomation
Data Management& Ad Serving
WebAnalytics
Ecommerce& CMS
Recommendation& Personalization
SAP CustomerProfile
SAP Customer Profile Identity Exchange
On-Demand APIs
Identity Sync(Extract, Transform, Load)
Customer Insights /Query Tool
Web-Hooks
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Me2B: Gain input from your customers and build a trusted relationship
Me2B
PROFILE(Golden Identity Record)
Back Office: ERP, Finance, Human Resources, Supply Chain, Procurement
SAP Customer Data Cloud from Gigya
PROFILE(Data Management)
IDENTITY(Customer Experience)
CONSENT(Privacy Compliance) Recommendations &
Personalization
Segmentation &Campaign Execution Marketing Analytics
Marketing Analytics
Marketing Planning &Performance Management
Customer Attribution
26© 2018 SAP SE or an SAP affiliate company. All rights reserved.
SAP Cloud Platform Extension FactoryCloud-native Microservice based universal Extension Framework.
Unified Intelligent User ExperienceConversational, Contextual and Intelligent UX
SAP Customer Data CloudBuild Customer Trust and Loyalty
SAP Marketing CloudMarket with Intelligence in the
Moment
SAP Sales CloudBuild Relationships and guide
Customers throughout their journey
SAP Commerce CloudPersonalized Shopping Experience
across Touchpoints
SAP Service CloudMake Customers happy
Internet of Things
Microservices Extensions
Machine Learning Integration Blockchain
Built-inIntelligence
4th Generation Customer Experience Suite SAP C/4HANA
SAP Customer Data Cloud Benefits
28© 2018 SAP SE or an SAP affiliate company. All rights reserved.
• Provide a secure registration and login userexperience across all brands and devices
• Create a holistic digital view of the customer /identity
• Increase engagement: fuel cross-brandomnichannel UX with trusted 1st party data
• Increase registrations & conversions: provideconsent & preference based experiences
• Build relevant campaigns and experiences: createvalue beyond cost savings, maximize acquisition,conversions & loyalty
• GDPR – Risk Mitigation: Enable compliance withGDPR & avoid fines up to 4% of revenue
• Faster time-to-market: easy to implement CIAMfunctionalities out-of-the-box
Why SAP Customer Data Cloud?
29© 2018 SAP SE or an SAP affiliate company. All rights reserved.
• Provides a platform for Customer IdentityAccess Management putting the customer inthe center of customer experience andenables a B2ME strategy
• Enables global reach while meeting localprivacy requirements like GDPR
• Realize synergies between different brandsand channels
• Provides a platform for permission basedpersonalization across channels
• Provides intelligent insights to boost cross-selland upsell
• Improves customer loyalty and satisfaction• Drives higher revenue• Speed to value, 90 days implementation cycle
• Ensures compliance with global, regionaland local data privacy and protectionregulations
• Audit ready solution for managing customerpreferences and opt-ins
• Provides data security and data localizationrequirements
• Reduces cost with Cloud delivery• Reduces integration & development costs with
Out of the box connectors and Identitysynchronization
• Provides flexible & scalable platform giving asingle customer identity view
• Future proof solution - accelerate innovationwith ML/AI, IoT, Blockchain, etc.
Business Benefits
Benefits: SAP Customer Data Cloud delivers unparalleled benefits acrossthe enterprise
TCO ReductionRisk Management
Strategic Enablement
Thank you!
Roland MarkowskiSolution Sales Manager MEESAP Customer Data Cloud
M +49 162 [email protected]
SAP Customer Data Cloud Background
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SAP Customer Data Cloud: The leading CIAM solution
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Data Residency, Security and Scale
Sensitive Data Encrypted (in transit and at rest)
Robust and Detailed Audit Logging
SAP Customer Data Cloud offers 5 primary points ofpresence, each with full DR
China
Australia
RussiaEurope
NorthAmerica
Qiagen’s worldwide presence
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Stay in Compliance with Regional Privacy Regulations
USLocal Systems
EULocal Systems
China | RussiaLocal Systems
Solutions from Gigya
SAP Customer Data Cloud Modules
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Gigya: Developer Guide
Gigya Documentation
https://developers.gigya.com/
• Documentation – comprehensive onlinetechnical resources
o Developer Guide
o Client and Server API References
o Example Sites
• SDK Downloads – convenient wrappersfor the API
• Working Samples – simple examples ofselect API calls and plugins
• Debug console
38© 2018 SAP SE or an SAP affiliate company. All rights reserved.
SAP Customer Identity: Identify and engage customers across channels & devices
• Provide frictionless point of entry for customers across brands,regions, and digital properties (web, mobile, IoT).
• Lite Registration*• Registration as a Service• Social Login• Single Sign-on
• Identify online visitors securely from any touchpoint• Flexible Authentication Methods (U/P, biometrics, BYOI, OTP*)• Federation Standards: SAML and OpenID Connect (OIDC) protocols.
• Capture registration metrics to improve conversions• Registration Analytics• Identity Access
• Protect customers against identity fraud and theft• Risk-based Authentication• Network Protected Identity
39© 2018 SAP SE or an SAP affiliate company. All rights reserved.
SAP Customer Consent: Build trusted customer relationships based ontransparency & control
• Seamlessly present and capture customers’ consent andpreferences
• Terms Of Services & Privacy Policy• Data Processing Consent for 3rd Party Use• Marketing Communications• Cookie Consent Linked to Registered User
• Automate version control and stay audit-ready• Version Management Control• Searchable Audit Logs• 7-year History Stored in Secure Vault
• Maintain accurate records and consistent consent enforcement• IdentitySync to Downstream Applications• Bi-directional Consent Workflows
• Give customers control through a self-service preference center• Profile & Personal Preferences• Communication Preferences• Privacy Settings• GDPR Rights of Individual
40© 2018 SAP SE or an SAP affiliate company. All rights reserved.
SAP Customer Profile: Power trusted digital experiences with first party data
• Transform customer identity and data into a single identity profile• Automated Identity and Profile Management*• Extended Data Store• Fully Indexed Database with Dynamic Schema
• Orchestrate identity profiles to virtually any application• IDX Integrations• Identity Sync Studio & Dataflow Templates• Custom Scripts & Integrations
• Govern identity profiles across lifecycle of customer� Governance Workflows (e.g. account status)� Audit Logs for Governance� Exception Handling
• Analyze identity profiles to optimize digital experiences� Customer Insights� User Identity Reports