Hybris marketing project proposal brazil v2
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Transcript of Hybris marketing project proposal brazil v2
V 2Q12
Working Smarter and Faster1
Integrated Touch Points project
SAP Hybris Marketing – Brazil Pilot
September 16, 2015
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Agenda
• Background & Objective
• Proof of Concept Success
• Proposed Scope with Use Cases
• Overview of Agile
• High Level Plan
• Resources
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Background and Objective
Visited Dentists Database
DP Engagement Tool
Access to dental offices becoming more and
more challenging
Increasing NVOs pressure
Multiple touch points strategy is needed
Need to evolve current Professional CRM solutions towards the following:
• Track all interactions CP has with all DPs (visited & non-visited): Face-to-face, Digital, Remote
• Increase in communication effectiveness• Higher ROI through segmentation/targeting and
content customization.
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Proposed Application: SAP hybris Marketingpreviously SAP Customer Engagement Intelligence (CEI)
• Marketing Data Management Platform
• Cross-industry solution enabling Marketing and Sales to focus on the right customers and consumers.
• Provides central access for all customer related information
• Contains the following applications:• Segmentation
• Data Management
• Acquistion
• Planning
• Insights
• Recommendation
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Proof of Concept OverviewCompleted in June 2015
• Business Objective:
– To integrate both internal and external marketing data in one place to able to evaluate interactions and segment
• Scope:
– Account/contact details and face-to-face interactions from NA SAP CRM/ERP systems
– Digital interactions of actual and potential contacts from COHA, COHN, and SOD (3rd Party data) manually imported
• Participants:
– COP Digital Marketing
– 3rd Party vendors for our internal sites
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Proof of Concept Feedback
“Best CRM stuff in Colgate yet, love the Customer Engagement screen with events per calendar”
-Tom Priestman
“Very interesting, very intuitive, does not look like a typical SAP
system…comprehensive functionality.”
-Fabiano Carvalho
“Looks like new era of Campaign & Segmentation Management –Looks, speed, options and opportunities from system. An excellent
initiative.”
-Leonidas Petinatos
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Proposed Pilot Scope
• Phase 1: Automate current business process
– Business Objectives:• Audience Discovery and Targeting:
– Determine a target group through segmentation
• Campaign Management
– Send customized e-mails to target groups, monitoring responses
– Have automated campaigns on specific triggers
• Customer Data Management:
– Analyze customer and contact details/interactions from internal and external channels
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Proposed Pilot Scope (cont’d)
– Automatically Load and Merge Data:
• Internal Sources: CRM (and ERP)
• External Sources: ColPro and RNL/IBS
• Merge multiple dataset to create one dataset for a campaign
• Phase 2: Extend current business process (TBD)
– Add additional touchpoints/scenarios
• Facebook, Dental Schools/Students, Dental Congresses and Symposia
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Automated Follow-up to e-NewsletterBusiness Objective
• Drive BRMO and sales for CSPR*
Success Measurement
• Response / click rate, # of registrations to webinar, unit Sales of OC kits,
qualitative feedback from OCCs
Integrated Touch points initiatives • Automatically follow-up on the e-newsletter based on the responses from
recipients:
• For customers who clicked on the Sensitivity related sections of the e-newsletter,
hybris to send pre-defined follow-up e-mail including:
• Additional Study on CSPR
• Invitation to a Webinar
• Sales Offer (OC Kits)
• hybris to track response rates to that follow-up
• OCCs should see activity in hybris Marketing
Target Group
• All dentists receiving the monthly e-newsletter
* Can be expanded to other brands
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Samples RequestBusiness Objective
• Drive BRMO and sales for Colgate TP* among non-visited dentists
Success Measurement
• Response / click rate
Integrated Touch points initiatives • Build target group with hybris using the following criteria:
• No visits received over last 12 months in CRM + Dentists registered in the
colpro website and not registered in CRM
• Send e-mail offering samples of either CSPR, C. Total or MCP/SAN
• Send actual samples to dentists who clicked on the offer
• Monitor response rate through hybris
* Can be focused in one / two single brands depending on availability of samples /
resources
Target Group
• Non-visited dentists in the country side of SP state
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Approach to agile
development
Project Preparation
Pre-implementation and cutover planning
Go Live and post implementation support
Analysis & Design
Design
Develop
Review
Adjust
Integration of Analysis, Design, and Implementation into a systematic cyclical approach called “Sprints”
Short incremental development cycles emphasizing flexibility and adaptability
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• After each Sprint, new
functionality is
delivered
• Feedback is received
from stakeholders
earlier in the
development process
• Stakeholder
requirements are
better fulfilled
• Reduction in re-work
post development
• Progress is measured
by delivered
functionality at the
end of each Sprint
• Validation in the form
of checkpoints and
demos are held to
validate
requirements and
results with key
stakeholders
• Risks and issues are
quickly identified and
managed
• Changes to
deliverables to
enhance usability
can be adapted
earlier in the
process
• Stakeholders get to
see what is being
delivered earlier on
Faster Results More Transparency Increased Flexibility
Benefits of an Agile Methodology
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Business Roles on GIT Projects
Business Subject Matter Experts (SME’s) -Own the design
-Work on project teams to develop solutions
-Coordinate with Power users to gain agreement
- May participate in Testing Sprints during solution development
Power Users -Own the implementation
-Provide Input into Design through SME’s
- Participate in Testing Sprints & Assist in final testing/approval
- Work with GIT to develop training Material
-Responsible for training end users
Project Sponsor - Champion the overall project & Define high level objectives
-Gain buy-in & provide updates to Senior Management
-Drive the change management process at the highest levels
Stakeholders
Mukul & his directs, Marketing Directors, CIC Leads
End Users
Project Leader / Manager- Champion the requirements collection to meet objectives
-Coordinate with management to gain buy-in & resources
- Coordinate business resources for workshops, demo’s, testing
- Drive the change management process
- Owner/Administrator of solution unless delegated
Dri
vin
g C
han
ge
Core Team
Extended Team
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Core Team Responsibilities
Ensure Alignment
• Drive & own initiatives
• Represent the entire functional area
Define and Design
• Define/improve standard processes
• Ensure the system design supports business processes/ improves efficiency
• Understand & document the business processes
Testing and Go-Live Prep
• Surface potential issues that might affect project execution
• Execute the data cleansing/ migration plan from existing systems to new systems
Change Management
• Cascade communication, public relations and training
• Maintain business continuity during implementation
• Document Post-Go Live Roles and Responsibilities
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Resources Required -BusinessRole Description Time Required
Professional Marketing- Global–
Project Manager
• Ensure design is aligned to global strategy and
requirements
• Coordinate business resources and key decisions
.02 - .1 FTE
Professional Marketing -Brazil • Serve as Subject Matter Expert
• Provide input on requirements and design
• Participate in sprint demos and testing
.15 - .20 FTE
Redfuse/3rd Party Data Providers • Provide input on how to retrieve required data
• Setup data feeds for CP to pull into Hybris Marketing
.1 FTE
Global SME’s • Additional team members to provide insights on
global requirements and verify solution has global
applicability
.02 - .1 FTE
Brazil SME’s • Additional end users to provide input on design
• Support testing where required.02 - .1 FTE
Alignment Team • Ensures alignment between the project and
function/division strategies and priorities
• Make decisions and address the issues and risks
escalated by the project team
• Ensure sufficient resources allocated to the project
team
.05 FTE
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Resources Required- GITRole Description Time Required
GIT Project Manager / Analyst • Manage project day to day
• Translate business requirements into
technical solutions
• Coordinate both IT and Business activities
.4 FTE
GIT Developer(s) • Configure Hybris Marketing
• Configure integration with CRM
• Setup Data Services feeds to bring in
external data
.3 FTE
GIT AMSSO Project Manager • Drive requirements gathering and design
from local team
• Escalate issues/risks to Global Team as
needed
• Collaborate with local team to ensure all
business requirements are tested and
validated
.2 FTE
GIT GISSO Team • Setup Hybris Marketing landscape
• Upgrade to latest version of Hybris
Marketing
.25 FTE
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Project Milestones
Q3-2015 Q4-2015 Q1-2016
hybris
Marketing
Pilot
Kick off (Oct)
Design
Meetings
Go-Live
(Apr)
Sprint 0
(Oct/Nov)
Sprint 3
(Feb)
Go/No-
Go
(Mar)
DITL
(Mar)Training
(Mar)Scope
Sign
Off
(Oct)
Sprint 2
(Jan)Sprint 1
(Nov/Dec)
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Sprint Schedule
Systems Set-Up
Data Services Set-Up
UnderstandRequirements
System Configuration
CRM in yMKT
Define Interaction Types & Interests
Data Validation
Define Attributes for Filtering
Newsletter
ColPro Integration
Upgrade to 1508
Roles & Authorizations
Amazon Partner Acquisition
CRM/ERP Integration
Data Services Integration
Data Services Integration
Sample Request
IBS/RNL Integration
Amazon Integration
Design e-Mail Content
Define Segmentation Profile*
DEV QA QA PROD
Define Attributes for Filtering
Add CPF as Key
Define Segmentation Profile*
Define Segmentation Profile
Define Attributes for Filtering
Data Validation
Data Validation
*To be determined if required after Sprint 1
Design e-Mail Content
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Sponsor: Mukul Deoras
Alignment Team
Suzan Harrison, Robyn Mandalakis
Core Project Team
Project Managers: Fabiano Carvalho, Chris Bardi (GIT)
Business Owners: Moira Loten
Team Structure for hybris Marketing Brazil Pilot
Extended Project Team
Fabiano Carvalho Marcus Linares
Patricia Bella Costa
Cesar Buitrago
Khrystyne Williams - PM and Lead Analyst
Carlos Schettino
Leandro Lapolla
Professional Marketing
(Global)
Professional Marketing
(Brazil /LatAm)
Brazil SME’s
Nádia Arman
Flávia Aldarvis
Flavio Domingues
Marcos Dominques
Global SME’s
Leonidas Petinatos – EU POC
Lauren McPartlan – COP-US
Allan Castro – Asia POC
GIT