Customer Experience con SAP Hybris Marketing in real lifeNov 07, 2016  · SAP Hybris Cloud for...

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Customer Experience con SAP Hybris Marketing in real lifeConstructing the Composable Enterprise for your Digital Marketing Strategy

Alessandro Lavazzi SAP Forum Milano 20 | 10 | 2016

The Digital Marketing Funnel

2

Consumer LifecycleCommunity Business Action

LEAD

PROSPECT

CUSTOMER

RETENTION

CONVERSION

NURTURE

Public

Friend/Fan/Follower

Subscriber

Customer/Member

Loyalist

Advocate

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

LOYALTY

ADVOCACY

RETENTION

CONVERSION

NURTURE

Set Up Your Digital Marketing Strategy

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Consumer LifecycleCommunity Business Action

LEAD

PROSPECT

CUSTOMER

Public

Friend/Fan/Follower

Subscriber

Customer/Member

Loyalist

Advocate

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

LOYALTY

ADVOCACY

ACQUISITION

RETENTION

CONVERSION

NURTURE

Set Up Your Digital Marketing Strategy

4

Consumer LifecycleCommunity Business Action

LEAD

PROSPECT

CUSTOMER

Public

Friend/Fan/Follower

Subscriber

Customer/Member

Loyalist

Advocate

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

LOYALTY

ADVOCACY

ACTIVATION

$

RETENTION

CONVERSION

NURTURE

Set Up Your Digital Marketing Strategy

5

Consumer LifecycleCommunity Business Action

LEAD

PROSPECT

CUSTOMER

Public

Friend/Fan/Follower

Subscriber

Customer/Member

Loyalist

Advocate

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

LOYALTY

ADVOCACY

MONETIZATION

$$$$

Target AudienceMONETIZATION

$$$$

A Sample Case – Monetization in a B2C Company

ConsumerRecommendation

Campaign

Improve the effectiveness of the Consumer

Contact Channel

The Magic Question Pattern:

WANT SOME HELP?

Consumer Product

AdvocacySponsorship

Cross-SellingCross-Fertilizations

MONETIZATION

$$$$

6

A Sample Case – Monetization in a B2C Company

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The consumer accesses a Landing Page by scanning a QR Code on the product package…

QR CODE Scanning

Consumer

ABC.com

www.lumapartners.com

The ABC.com Composable Enterprise Solution

8

SAP Hybris Cloud for Customer SAP HANA

Cloud Platform

SAP Hybris Marketing

Open API

Microservice-Driven

Composable Enterprise

…LET’S SEE IT IN ACTION!

The ABC.com Composable Enterprise Solution

10

Consumer

Landing Page(Contact

Form or App)

Corporate Consumer Database

Customer Relationship Management

Marketing CampaignsAutomation

Customer Insight

Collect Manage Execute Measure

Segmentation Tool and Scoring

Engine

Segment

The End-to-End Process

The ABC.com Composable Enterprise Solution

11

Consumer

Landing Page(Contact

Form or App)

Corporate Consumer Database

Customer Relationship Management

Marketing CampaignsAutomation

Customer Insight

Collect Manage Execute Measure

Segmentation Tool and Scoring

Engine

Segment

The End-to-End Process

Contact Form

12

SAP HANA Cloud Platform

Main Benefits

• PaaS benefit like scalability, security, no upgrade needs

• SAP Fiori responsive User Interface

• Sentiment analysis with HANA Text Analysis Services

• Out of the Box Integration with on-premises systems like Marketing Platform and CRM

• Mobile Hybrid App with offline capabilities

SAP HANACloud Platform

Contact Form

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Customer Identity Management Platform (Paas)

Seamless Navigation across multiple channels

Social Login and Biometrics

30+ supported Social Networks

Out of the box SAP Integration

SAP Hybris Marketing

The ABC.com Composable Enterprise Solution

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Consumer

Landing Page(Contact

Form or App)

Corporate Consumer Database

Customer Relationship Management

Marketing CampaignsAutomation

Customer Insight

Collect Manage Execute Measure

Segmentation Tool and Scoring

Engine

Segment

The End-to-End Process

Consumer Contact Center

15

Organizational perspective: centered around a single ‘hub’ and supported by consistent processes and knowledge base

Results Perspective

Positive NPS & Happy Customers

Empowered and Satisfied Service Agents

Improved Operational Efficiency

CONSUMERS

Consumer ContactPlatform

• Ticketing• Routing• Alerting before

SLA deadline• Reporting • …

CUSTOMER SERVICE HUB

Clear access points

Kn

ow

led

ge r

ep

osi

tory

Stru

ctu

red

and

un

stru

ctu

red

sear

ch

Kno

wle

dge

man

agem

en

t

SPECIALIST SUPPORT

Phone

Social

Call me back

E-mailGet supportFake report

Contact forms

SAP Hybris Cloud For Service

SAP HybrisCloud for Customer

Digital Marketing Puzzle

1234556778890

Consumer Contact Center

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Knowledge Base

11.07.2016 16:14

Alessandro Lavazzi ABC.com

Your Puzzle is just amazing!!! Great product ;-)

July 11 at 16:14

SAP HybrisCloud for Customer

Consumer Contact Center

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The Knowledge Base is a key component of a consumer contact center. We integrate Mindtouch in our solution, a SaaS Knowledge Base.

Wiki-Like Knowledge Base

Prepackaged Integration with SAP C4C

The ABC.com Composable Enterprise Solution

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Consumer

Landing Page(Contact

Form or App)

Corporate Consumer Database

Customer Relationship Management

Marketing CampaignsAutomation

Customer Insight

Collect Manage Execute Measure

Segmentation Tool and Scoring

Engine

Segment

The End-to-End Process

Data Management

19

CONTACTS & PROPERTIES

INTERACTIONS

Landing Pages

A Corporate Consumer Database that collect contacts with their digital properties and their interactions, in order to have a comprehensive view of the actionable consumer community.

SAP HybrisCloud for Customer

PRODUCTS

Mobile Apps

Web Sites

SAP CRM SAP ECC

SAP

LT Re

plicatio

n

Serve

r (SLT)

3rd Party Legacy Systems

SAP Data Services

SAP HANA

Central Profile

CORPORATE CONSUMER DATABASE

Golden Record Rule

SAP Hybris Marketing

Data Management

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Male

Digital Marketing Puzzle

SAP Hybris Marketing

The ABC.com Composable Enterprise Solution

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Consumer

Landing Page(Contact

Form or App)

Corporate Consumer Database

Customer Relationship Management

Marketing CampaignsAutomation

Customer Insight

Collect Manage Execute Measure

Segmentation Tool and Scoring

Engine

Segment

The End-to-End Process

Segmentation

22

Mobile AppGPS Location

Leveraging HANA In-Memory Database

SAP Hybris Marketing

Segmentation

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Dynamic Target Group

SAP Hybris Marketing

The ABC.com Composable Enterprise Solution

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Consumer

Landing Page(Contact

Form or App)

Corporate Consumer Database

Customer Relationship Management

Marketing CampaignsAutomation

Customer Insight

Collect Manage Execute Measure

Segmentation Tool and Scoring

Engine

Segment

The End-to-End Process

Content Studio

25

SAP Hybris Marketing

Hi ,thanks for your information request. Your request has been

received and will be processed shortly.

Hereafter you’ll find some new ABC.com product that you may be interested in

Get the new ABC.com iBeacon

First Name

ABC .com

Triggered Base Campaign

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SAP Hybris Marketing

Contact Form

Monetization Campaign 07 2016

Triggered Base Campaign

27

SAP Hybris Marketing

Contact Form

Monetization Campaign 14-45

The ABC.com Composable Enterprise Solution

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Consumer

Landing Page(Contact

Form or App)

Corporate Consumer Database

Customer Relationship Management

Marketing CampaignsAutomation

Customer Insight

Collect Manage Execute Measure

Segmentation Tool and Scoring

Engine

Segment

The End-to-End Process

Consumer Journey Insight

29

SAP Hybris Marketing

Sentiment Engagement

Smart Business Dashboard

Consumer Journey Insight

Campaign Success

The Next Step of your Digital Marketing Strategy

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Consumer LifecycleCommunity Business Action

LEAD

PROSPECT

CUSTOMER

Public

Friend/Fan/Follower

Subscriber

Customer/Member

Loyalist

Advocate

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

LOYALTY

ADVOCACYRETENTION

CONVERSION

NURTURE

RETENTION

CONVERSION

NURTURE

The Next Step of your Digital Marketing Strategy

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Community

LEAD

PROSPECT

CUSTOMER

Public

Friend/Fan/Follower

Subscriber

Customer/Member

Loyalist

Advocate

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

LOYALTY

ADVOCACY

ABC.com Digital Marketing Funnel

Dig

ital

Fu

nn

elO

pti

miz

atio

n

MONETIZATION

$$$$

The Next Step of your Digital Marketing Strategy

32

ABC.com Digital Marketing Funnel

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

LOYALTY

ADVOCACY

ACTIVATION

$

Field Marketing

Indoor Navigation

In-Store Product Recommendation

Personalized Video Content

The Next Step of your Digital Marketing Strategy

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ABC.com Digital Marketing Funnel

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

LOYALTY

ADVOCACY

ACQUISITION

SAP HANA Cloud PlatformIoT Services

SAP HybrisMarketing

Wi-Fi Device

Detector

Wi-Fi Device

Detector

Consumer In-Store Wi-Fi Recognition

Store

Field Marketing

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JOIN THE CONVERSATION!

@alavazzi

#SAPForum

#iEngage

@techedgegroup

techedgegroup.com

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