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SAP Hybris Profile for Marketing & CommerceEnriching Marketing and Commerce, For a Richer Digital World
Chris Dircks – Solution ManagementJochen Scherschmidt, Rene Rath – Product ManagementLeeAnn Smith – Channel Development Team
TO GET THE WOW COMPANIES NEED TO BE
CONTEXTUALbased on the individual context of each customer
CONSISTENTacross customer touchpoints and channels
unique for the individual at that moment
RELEVANT
TO GET THE WOW COMPANIES NEED TO
UNDERSTANDcustomer behavior and their environment
ENGAGE with the customer at the right moment
the privacy of the customer, give the customer control and provide transparency
RESPECT
IT’S ALL ABOUT RESPECTING THE CUSTOMER
GETTING INTO A TRUST RELATIONSHIP WITH THE CUSTOMER
RESPONSIBLE ANDTRANSPARENTDATA MANAGEMENT
RESPECTINGCUSTOMER PRIVACY
COMPLETE PROFILE TRANSPARENCY
EXPLICIT CONSENTMANAGEMENT
PRIVACY LEGAL AND REGULATORY COMPLIANCE
DATA SECURITY AND ENCRYPTION
IT’S ALL ABOUT ENGAGING THE CUSTOMER.
EXPOSING AN IN-THE-MOMENT SNAPSHOT OF THE CUSTOMER PROFILE TO MARKETING AND COMMERCE TO DRIVE THE BEST ENGAGEMENT.
INTRODUCING SAP HYBRIS PROFILE
SAP Hybris Profile captures and analyses real time customer interactions, contexts and behaviors, creating a continually evolving intelligent profile.
SAP Hybris Profile is an open foundation, allowing SAP Hybris, partners and developers to build extensions around the customer profile.
SAP Hybris Profile is not a system of engagement, but adds deeper context in the digital channels and privacy management to systems of engagement, starting with SAP Hybris Commerce and Marketing.
SAP Hybris Profile is not a business process by itself, but adds capabilities into the Commerce and Marketing business processes.
SAP Hybris Profile does not make the engagements with customers.
It makes the engagements with customers better.
ADDING CAPABILITIES TO MARKETING AND COMMERCE
NATIVE CROSS SESSION MATCHING
Expanding existing match and merge capabilities in real time across sessions and sites.
DEEPER DETAIL, MORE INSIGHT INTO INTENT
Enriching the Marketing Profile with more granular detail on digital behavior, enabling a deeper understanding of their context and intent, right now.
Tracking key events and intent to trigger Marketing and other solutions to respond individually, with the right action, at the right time, through the right channel.
MORE POWERFUL REAL TIME TRIGGERS
Enabling organizations to treat customer privacy in a responsible and transparent way by empowering customers to view their own profile and and manage their consent settings.
GET INTO A TRUST RELATIONSHIP
Additional info on current release
• Profile is available as YaaS Market package subscription, initially for the US market and will follow the YaaS Market rollout plan over the next quarters.
• Profile is currently available as separate microservice packages: • Profile Core Services represents the foundation and focuses on Profile Life Cycle
Management• Profile Services for Commerce• Profile Services for Marketing• Profile Services for Loyalty
We start our story with an anonymous visitor.
AN EXAMPLE: HOW SAP HYBRIS PROFILE WORKS TOGETHER WITH COMMERCE AND MARKETING
AN EXAMPLE: HOW SAP HYBRIS PROFILE WORKS TOGETHER WITH COMMERCE AND MARKETING
Commerce
The anonymous visitor visits our site for the very first time and starts to browse through our online store.
These first interactions and landing signals are being captured by Profile.
This enables Profile to make conclusions, for example, conclude what might be the intent of this specific visitor.
AN EXAMPLE: HOW SAP HYBRIS PROFILE WORKS TOGETHER WITH COMMERCE AND MARKETING
Commerce
Web sessionProduct and category views
Our anonymous visitor decides to subscribe to our newsletter. Profile will add name and email address to the profile.
AN EXAMPLE: HOW SAP HYBRIS PROFILE WORKS TOGETHER WITH COMMERCE AND MARKETING
Web sessionProduct and category views
CategoryAffinity
Commerce
BrandAffinity
AN EXAMPLE: HOW SAP HYBRIS PROFILE WORKS TOGETHER WITH COMMERCE AND MARKETING
Web sessionProduct and category views
Marketing Marketing will include Sam in a personalized email campaign, focusing on ball sports and products he seems to be interested in.
BrandAffinity
CategoryAffinity
Ball SportsCampaign
After browsing through the ball sports category, Same decides to put the latest Nike football in the shopping cart.
AN EXAMPLE: HOW SAP HYBRIS PROFILE WORKS TOGETHER WITH COMMERCE AND MARKETING
Web sessionProduct and category views
CommerceProduct and
category viewsWeb session
CategoryAffinity
BrandAffinity
Ball SportsCampaign
Web sessionProduct and category views
Product and category views
Web session
CategoryAffinity
Commerce
AN EXAMPLE: HOW SAP HYBRIS PROFILE WORKS TOGETHER WITH COMMERCE AND MARKETING
But, Sam does not proceed to checkout. Hybris Profile detects the shopping cart was abandoned.
Hybris Profile triggers HybrisMarketing in real-time, to include Sam into a remarketing campaign.
BrandAffinity
Ball SportsCampaign
Web sessionProduct and category views
Product and category views
Web session
CategoryAffinity
AN EXAMPLE: HOW SAP HYBRIS PROFILE WORKS TOGETHER WITH COMMERCE AND MARKETING
Over time, Sam has been becoming a repeating customer. He even decides to become a member of our loyalty program.
Loyalty tierlevel
BrandAffinity
Ball SportsCampaign
Loyalty
AN EXAMPLE: HOW SAP HYBRIS PROFILE WORKS TOGETHER WITH COMMERCE AND MARKETING
Third party data enrichment providers could also add additional information to the profile.
This could for example be social media data, weather data, demographics and so on.
Web sessionProduct and category views
Product and category views
Web session
CategoryAffinity
BrandAffinity
Loyalty tierlevel
Ball SportsCampaign
3rd PartyEnrichment
AN EXAMPLE: HOW SAP HYBRIS PROFILE WORKS TOGETHER WITH COMMERCE AND MARKETING
Web sessionProduct and category views
Product and category views
Web session
CategoryAffinity
BrandAffinity
Loyalty tierlevel
Loyalty
Commerce
Ball SportsCampaign
3rd PartyEnrichment
MarketingMarketing
AN EXAMPLE: HOW SAP HYBRIS PROFILE WORKS TOGETHER WITH COMMERCE AND MARKETING
Web session
Product and category views
Web session
CategoryAffinity
ENRICH
INTERPRET
CAPTURE
BrandAffinity
Loyalty tierlevel
Product and category views Ball Sports
Campaign
UNDER THE HOOD OF SAP HYBRIS PROFILE
Profile Graph Database
Message Broker/Pub Sub
Big Data Store (Cluster)
Encryption,Data Privacy and
Consent Mgmt
Real-timeEvent triggering
Real-TimeEvent Stream
Processor
Context Adapters
Machine Learning
extensible components
solution components
Enricher Micro Services
Context Adapters
Enricher Micro Services
PARTNER OPPORTUNITIES
Unique offering, new and exciting
Platform for solving your clients’ specific problems, quickly and easily by extending Profile
Build and market your own packages – directly or through the Yaas Market (soon!)
RESOURCES & NEXT STEPS
Learn more at https://www.yaas.io/products/saphybrisprofile.html
Roll your sleeves up at https://market.yaas.io/standard/all/Profile-Core-Services/
Customer Engagement and Commerce Solution:Collaboration Room
� Access Learning Maps for your role
� Participate in Live Meet the Experts QA sessions
� Join Interactive and collaborative Forums
� Attend virtual sessions/ Bootcamps
� Access additional resources with Quick Links
� Sign up for exclusive partner-only Events
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