Kontextuelles Marketing in Echtzeit für den Kunden von Morgen

SAP Infotag für die Versorger, 25. August 2016

Wolfgang Goldeband

Marketers bombard customers with irrelevant

messages. Not targeted, not relevant.

of online ads are ignoredSource: Google Display Benchmark Tool

99.94%

Email click through rate Source: Getresponse

3.57%

All digital channel response rate Source: DMA Response Rate Report 2015

0.62%

MARKETING IS BROKEN

91% of Marketers are

prioritizing customer experience

through personalization1

Only 16% have the capability to

capture customer intent and

respond in real time1

80% don’t know much about

their customers2

Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015

Source 2: “Marketer Stuck on Basic Data for Personalization”, eMarketer June 2015

Source 3: “Mastering Adaptive Customer Engagement”, CMO Council 2014

Only 28% deliver a

personalized experience

across channels3

MARKETING IS LACKING KEY CAPABILITIES

Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015

Marketers use 11 siloed channels on average…

…and 15 separate systems

to house customer data

HOLISTIC APPROACH TO MARTECH IS NEEDED

Capture and enrich dynamic marketing profiles

DATA IS THE FUEL

Real-time

individualizationPresentation of

relevant content across

all touchpoints

The customer

What they have done

What they may do

What they are doing now

EXPLICIT

IMPLICIT

CONTEXT MAKES THE DIFFERENCE

Marketing Technology Providers

In 2015 over 1,876 vendors!

Double the vendors in 12 months

WEB CONTACT

CENTER

DIGITAL

GOODS

MOBILE SMS/NOTI-

FICATIONS

EXPERIENCE MANAGEMENT

PLATFORM, INFRASTRUCTURE, INTEGRATION

DATA & PROCESS MANAGEMENT

COMMERCE MARKETING SERVICE SALES

AGENT TOOLSIN

STORE/BRANC

H

SOCIAL

MEDIA

MARKET-

PLACES

EMAIL

@

PRINTINGDIGITAL

ADVERTISING

SEARCH

KW/ADS

IOT

SAP Hybris Portfolio OMNI-CHANNEL CUSTOMER ENGAGEMENT

BILLING

SAP HYBRIS MARKETING: END TO END

Merge, match & enrich

Events & interactions

Campaignexecution inall channels

Plan, measure & optimize

Contexts, interests & predictions

Personalizedtargeting &

orchestration

Capturing response

Loyalty data

Market data & events

Sales & service data

Financial data

Industry data

Social media,

mobile, IoT

Extensions

Mobile &

social channel

Digital channel

Personalized

commerce

Interaction center

Lead, opportunity

E-mail, sms,

traditional

Extensions

SAP Email and SMS

SAP HYBRIS MARKETING: SOLUTION VIEW

3rd Party Applications

(for data & execution)

SAP HYBRIS MARKETING

1st Party Applications

Acquisition Convert Loyalty

Planning

Segmentation Recommendation

Insight

Batch & Events

Social providers

Email Engines

Ad Providers

ERP, CRM, etc.

Commerce

Sales, Service Batch & Events

SAP HANA

Marketing Data ManagementMarketing Data Management

Mobile providersCAR, Billing, etc.

DEMO TIME

MARKETING DATA MANAGEMENT

Gain insight about

known customers and

unknown people in real-

time.

Merge, match, and

enrich profiles across

channels

Track context, interests

and predictions for a

rich contextual

customer view

Develop people from

anonymous contacts to

high-value customers

and brand advocates

Predict likelihood to

buy, churn, show

interest and other

behaviors in real time

Social monitoring and

engagement, sentiment

analysis on structured

and unstructured data

Blend both implicit and

explicit customer data

Easy data load and

extensibility for SAP and

non-SAP data

Insights into all relevant

customer journeys

SEGMENTATION

High performance

customer segmen-

tation on Big Data

in real-time

Insightful visualization

& exploration tools to

slice and dice data on

the fly

Optimize target

groups leveraging

predictive analytics

Ad hoc analysis and

segmentation at the

same time, self service

by business users

Waterfall UI with rich

set of segment

operations to easily

build complex

segmentation trees with

real-time counting

Highly flexible on data

source, incl.

unstructured data from

social media, geospatial

data, SAP and

non-SAP data

Accurately define

micro-segments and

target audiences

ACQUISITION

Compose & execute

multiwave, multi-

channel campaigns

with chart visualization

Run trigger-based

marketing campaigns

based on any interaction

Create personalized,

targeted content for

execution

Manage marketing

content such as email

content, templates,

landingpages

Across channels such

as email, sms, CRM, call

center, online store,

Facebook and paid

search

Marketing calendar for

360° overview on

campaigns, success and

spend

Permission

management

with double opt-in

Capture campaign

effectiveness as well as

detailed analytics at

individual engagement

levels

RECOMMENDATION

Provide context-relevant, smart product and offer

recommendations in real-time leveraging predictive

analytics

Increase conversion

rates and average sales

order size by cross-

selling and up-selling

Wizard-based UIs for

business analyst and for

marketer

Deploy in any channel Success tracking and

testing of recommendation

results

Leverage self-learning

models to optimize

recommendations

Standard integration of

product recommendations

with SAP Hybris

Commerce

CONVERT

Real-time email remarketing

to nurture potential prospects

lifts e-commerce revenues by

2% - 10%

Real-time scoring of browsing

behavior to derive insights for

contextual 1:1 marketing

Orchestrates a sequence of

campaign steps to drive

customers back to the site

Real-time monitoring ensures

campaigns are always in step

with customers

Pre-packaged integrations real-

time with ESP’s, DSP’s and CRM

systems for cross touchpoint

execution

Built in rules and A/B testing

LOYALTY

Enhance customer

retention and lifetime

value

Flexible and easy-to-

use interface for

marketing users

Enriched and

engaging store-front

experience

Encourage advocacy

and referrals

Geomarketing:

iBeacons and

Geofences

Mobile Wallet: Digital

loyalty card and

coupons

Embedded analytics

for insights in success of

the program

Standard integration

with SAP Hybris

Commerce

INSIGHT - MARKETING EXECUTIVE DASHBOARD

Insights into relevant

marketing KPIs across

your organization

Define your own KPIs

from multiple (internal &

external) data sources

Role oriented model-

ing paradigm, i.e. dash-

board design by compo-

ser and consumption by

business user

Multiple drill-down and

detailed view to

visualize reporting

results

Standard visualization

catalogue for attractive

information design

Form-support for

desktop, tablet and

smartphone

Global filtering based

on chosen dimensions

Independent of

traditional IT Reporting

structures

INSIGHT - CUSTOMER VALUE INTELLIGENCE

Customer portfolio

analysis using the

current and potential

value of your customers

Balanced score card to

detect strength and

weaknesses in a

customer relationship

Whitespace analysis to

derive additional

revenue potentials

Scoring of interactions

on both consumers and

contacts of a buying

center

KPI monitor to derive &

detect trends and

patterns from time series

analysis

Derive personalized

engagements from

gained insights

PLANNING

Top down planning

and budget distribution

Bottom-up budget

allocation

Financial Integration for

Real-time Actuals

Facebook and Paid

Search integrations for

spend management

Integrated calendar

view of marketing

campaigns and analysis

Visibility on digital

spending

Collaborative

marketing planning

with SAP JAM

View campaign key

figures based on

Campaign Categories,

Programs, Regions,

Media Types and more

CONFIGURED FOR SUCCESS

DEPLOYMENT OPTIONS• On Premise• Private Cloud• Public Cloud (S4/HANA cloud

marketing edition)

SPECIALIZATION• By Industry:

Serving B2C and B2B, including pre-built packages for Retail and Telco

• For any size:Serving small to large enterprises

OPEN PLATFORM• Open architecture

• Prebuilt integrations with all major SAP products

• Prebuilt integrations with leading ISV partners

• Batch & real time

• Inbound & outbound

SAP HYBRIS MARKETING & SAP CLOUD FOR CUSTOMER

Define lead stages to

structure your contact base

Measure maturity and quality

of leads via rule-based lead

scoring

Trigger sales activities

automatically according to

customer signals

Target in sync with current

sales activities

Automate handover of high-

quality leads

Determine effectiveness and

success

Gain full transparency on

marketing’s contribution to

ROI

Accelerate time to market

with standard integration

A perfect match for integrated lead management & hand in hand collaboration of

marketing and sales.

SAP HYBRIS MARKETING & SAP HYBRIS COMMERCE

Gain deep customer

insights

Offer personalized

shopping experiences

Increase conversion

through razor-

focused remarketing

Provide intelligent

product recommend-

ations

A perfect match for a personalized customer experience: tap into an extended marketing

profile fueling your customer insight, engagements and targeting.

Replicate master and

order data from

Hybris Commerce to

Hybris Marketing

SAP MOBILE SERVICES for SAP HYBRIS MARKETING

Deliver on the last mile with

confidence

Engage customers with

unmatched scalability

Connect with customers

globally

Accelerate time to market

with standard integration

Enhancing SAP Hybris Marketing's multi-wave marketing campaign capabilities with

powerful Email and SMS delivery.

SAP HYBRIS MARKETING PLATFORM ISV ECOSYSTEM

Web

Analytics

Traditional

Channels

Digital AdvertisingSocial Data

ManagementDATA MGMT

PLATFORM

DEMAND-SIDE

PLATFORM

EXPERIENCE

MANAGEMENT

PAID

SEARCH

SAP Hybris Marketing Data Management

P

I

OI

OII

I

OI P P OI I

I

I

P P

O: Official partner

I: Integration exists

P: Integration planned

SAP HYBRIS MARKETING SAMPLE CUSTOMERS

OBJECTIVE SOLUTION

BENEFITS

Engage with 30M fans in real-time

Consolidate dozens of data sources, from

merchandise and tickets to paid

subscriptions and fantasy hockey

Target fans based on their favorite teams,

players and sentiment

• SAP Hybris Marketing

• SAP HANA

PERSONALIZEDFAN ENGAGEMENT

• 25% increase in visitors to the site – subsequent to campaigns

• 45% higher engagement with fans

• Better personalization across different channels

OBJECTIVE SOLUTION

BENEFITS

• Move from retail- to consumer-centricity

• Create central golden consumer profile

across multiple channels, incl. Foot ID

• Flexible and extensible omni-channel

marketing platform

• Personalize merchandising online stores

• Engage directly with consumers

• SAP Hybris Commerce

• SAP Hybris Marketing

• SAP CAR

CUSTOMERCENTRICENGAGEMENT

• Simplified architecture, maintenance and user adoption

• Single platform to manage data and analytics capabilities

• Guiding sales with what activities to perform at each store

OBJECTIVE SOLUTION

BENEFITS

• Establish end-to-end marketing process

• Create 360 golden customer profile

• Provide high-speed segmentation

• Real-time data feeds for highest level of

accuracy

• SAP Hybris Marketing

• SAP CRM powered by HANA

PUTTING THECUSTOMER AT THE CENTER

• Engaging with consumers in a smart way

• Better customer experience

• Higher return on marketing investment (ROMI)

GET HANDS-ON EXPERIENCE

SAP HYBRIS MARKETING

FREE TRIAL

PRODUCTS INCLUDED:

• MARKETING DATA MANAGEMENT

• SEGMENTATION

• ACQUISITION

• PLANNING

• INSIGHT GO TO: bit.ly/trialsaphybrismarketing

PLATFORM ECOSYSTEMAPPLICATIONS

Next generation enterprise

marketing platform to manage

rich consumer profiles and

customer data.

Open access to enable developers and ISVs to access and build on the platform.

End to end marketing platform

with applications to understand

real-time customer intents, market

with speed and agility, to deliver

contextually relevant experiences

across channels.

KEY MESSAGES

THANK YOU