SAP HYBRIS MARKETING:CONTEXTUAL MARKETING IN REALTIME

Miriam Bender– Director of Marketing Solutions and Strategy

29.10.2015

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MARKETING SERVICE SALESCOMMERCE

SAP hybris CUSTOMER ENGAGEMENT PLATFORM – SAP HANA CLOUD

CX MANAGEMENT

CUSTOMER DATA MANAGEMENT

SAP HYBRIS CUSTOMER ENGAGEMENT & COMMERCEOMNI-CHANNEL CUSTOMER ENGAGEMENT SUITE

ERP Supply Chain Warehouse Financials

How can we personally assistthousands of thousands of our

customers and prospects?

We are frustrating our customers ratherthan engaging them. We are bombarding

them with irrelevant messages ratherthan curating a personalized journey.

THE CHALLENGES IN MARKETING

As humans, we instinctivelyknow how to respond toemotional and behavioral cues.

Unfortunately, onemarketer cannot personallyassist thousands uponthousands of individuals.

How do we reach ourcustomers and engagethrough a rewardingrelationship?

How do we train our technology todo the same for our customers whenoften their identities, their thoughts,and their facial expressions are hiddenbehind a screen?

THE CHALLENGE

WE ADDCONTEXTTO MARKETING.

But Data is Spread Across the Organization

LEGACY APPLICATIONS,INTEGRATION, AND DATASILOS MAKE THISIMPOSSIBLE TODAY.CRM. WEB CMS. MOBILE.MARKETING. OMS. STORES.CONTACT CENTERS. ETC.

Our Approach – Centralized, Real-Time Customer Profile

DATA IS THE FUEL TO OPTIMIZE CUSTOMEREXPERIENCE AND BUSINESS RESULTS.

Leveraging All Types of Data is Required

Real-Time Contextual Engagement Across Channels

SAP hybris Marketing supports the Digital Marketing Process

Context, interests &predictions

Personalizedtargeting &

orchestration

Merge, match andenrich

Events &interactions

from all channels

Campaign executionin all channels

Plan, measure & optimize

Market data & events

Sales & service data

Financial data

Big data industry

Social media, web E-mail, SMS, traditional

Lead, opportunity

Interaction center

Personalized commerce

Digital & social channel

Capturing response

SAP hybris Marketing: Product View

3rd Party Applications(for data & execution)

SAP HYBRIS MARKETING

SAP and Other1st Party Applications

* beta

Acquisition Conversion Loyalty*

Planning

Segmentation Recommendation

Insight

Batch & EventsSocial providers

Mobile providers

Email Engines

Ad Providers

Service

ERP

Commerce

Sales

Marketing Data Management

Batch & Events

MarketingTechnologyProviders

In 2015 over1,876 vendors!

Double thevendors in12 months

hybris Marketing Extend Partners

OPEN ECOSYSTEM§ Open architecture§ Prebuilt integrations with

leading ISV partners§ Single point of integration§ Batch & real time§ Inbound & outbound§ RDS deployment by SI partners

LAUNCH PARTNERSAdobe, Bloomreach, Facebook,Krux, Marketo, Sprinklr, Turn

AVAILABLE NOW.CLOUD, OR ON PREMISE.

DELIVERED THROUGHOUR ECOSYSTEM.

PRIVATE CLOUD

SAP hybrisMarketing

(Subscription)

SAP hybris MarketingThe 3 Main Deployment Alternatives

SAP hybris Marketing onSAP HANA Enterprise Cloud

PUBLIC CLOUD

SAP S/4HANA CloudMarketing Edition

SAP S/4HANACloud Marketing Edition

(Subscription)

Infrastructure run by SAP

ON-PREMISE

SAP hybrisMarketing(perpetual)

SAP HANA(perpetual)

Customer Infrastructure

Customer ITDepartment

SAP hybris Marketing onCustomer Site

SAP hybrisMarketing(perpetual)

SAP HANA(perpetual)

Infrastructure run by SAP (HEC)

ManagedService run

by SAP(HEC)

SAP HANA(Subscription)

orOne price for Marketing including all

enabled options

Segmentation

Insights…

options

§ On-Premise: the deployment option for customers who are cloud averse or want to leverage existing infrastructure and resources§ Private Cloud: the Cloud option for customers avoiding an own infrastructure and having significant scope/integration extension requirements§ Public Cloud: the Cloud option for customers who want to go live fast with fitting out-of-the-box scope

Key Message

Segmentation

Insights…

options

…Segmentation

Insights

options

hybris Marketingcommercial and deployment options

PRIVATE CLOUD

SAP hybris Marketing onSAP HANA Enterprise Cloud

PUBLIC CLOUD

SAP S/4HANA CloudMarketing Edition

SAP S/4HANA Cloud Marketing Edition(Subscription)

Infrastructure run by SAP

ON-PREMISE

hybris Marketing(perpetual)

SAP HANA(perpetual)

Customer Infrastructure

Customer ITDepartment

SAP hybris Marketing onCustomer Site

THREE OPTIONS TO DEPLOY SAP’S MARKETING PRODUCT

hybrisMarketing(perpetual)

SAP HANA(perpetual)

Infrastructure run by SAP (HEC)

ManagedService run by

SAP(HEC)

hybrisMarketing

(Subscription)

SAP HANA(Subscription)

or

DECISION CRITERIAhigh lowupfront investment

high lowtime to go-live with out-of-the-box scope

high lowdedicated technical skill set (e.g. HANA) required

low highspeed of innovation (e.g. adoption of new versions)

high lowaccess & flexibility of codeline changes (e.g. decision on upgrade)

SAP hybris Marketing - Cloud Experience

hybrisMarketing

hybrisMarketing

Starter EditionRun pre-defined scopeon own data in 1 day!

Business AdoptionContinuous evolutionof business scenarios

RDS for ImplementationRDS for Rapid Data Load

Free 3-Day Trialw/ pre-defined demo data

hybrisMarketing

Web Journey starts 2 minutes 1 week continuously

SAP hybris Marketing – Available SAP Rapid Deployment Solutions

Implement solutionin 9-12 weeks

§ Customer Value Intelligence

§ Audience Discovery and Targeting

§ Integration into Sales and Marketing

§ Social Contact Intelligence

§ Predictive Segmentation

§ Access to hybris Marketing via SAP Fiori Launchpad

§ Campaign Management

§ hybris Marketing for Telecommunications

Load legacy SAP, non-SAP,and 3rd party data

§ Load Non-SAP ERP application and customer relationship management(CRM)

§ Load Satisfaction survey for SAP hybris Marketing

§ Load items of interaction data for SAP hybris Marketing

§ Load social media data for SAP hybris Marketing

§ Load clickstream data for for SAP hybris Marketing

§ Load emails as social media data for SAP hybris Marketing

§ Implement Social Data Harvesting Connector for SAP hybris Marketing

http://service.sap.com/rds-yMKT http://service.sap.com/rds-dlh

SAP – Global Marketing

Match new interactions ofcontacts into existing contactprofiles or create new ones.

Score the contacts todecide rule-based on the nextstep to follow-up with.

BENEFITS

Manage 60 million contacts.

Some of them are contacts atcustomers, others are not.

OBJECTIVE

Help to better nurture andmanage our leads.

Platform EcosystemApplications

Next generation enterprisemarketing platform to managerich consumer profiles andcustomer data.

Open access to enabledevelopers and ISVs to accessand build on the platform.

A new type of marketingapplications to gain real-timeinsights, deliver contextuallyrelevant experiences and marketwith speed and agility.• Real-time marketing analytics• Predictive profiling• Omni-channel campaign

management

Key Messages

Thank you

BackupSAP hybris Marketing Details

§Gain insight about known customersand unknown people in real-time

§Merge, match, and enrich profilesacross all channels

§ Identify interests and create a 360° viewof people in your ecosystem across allchannels

§ Predict likelihood to buy, churn, showinterest and other behaviors in realtime. In time to react.

§Develop people from anonymouscontacts to high-value customers andbrand advocates

MARKETING DATA MANAGEMENT

§ High performance customer segmentation on BigData in real-time§ Great visualization & exploration tools to slice and

dice data on the fly§ Waterfall UI with rich set of segment operations to

easily build complex segmentation trees with real-time counting§ Ad hoc analysis and segmentation at the same

time, self service by business users.§ Optimize target groups leveraging predictive

analytics§ Highly flexible on data source, incl. unstructured

data from social media, geospatial data, SAP andnon-SAP data

SEGMENTATION

§ Provide context-relevant, smart recommendationsbased on previous purchasing behavior in real-time leveraging predictive analytics

§ Increase conversion rates and average sales ordersize by cross-selling and up-selling

§ Self-Learning models

§ Wizard-based UI for business analyst

§ Deploy in any channel

§ Standard integration with hybris commerce

RECOMMENDATION

ACQUISITION

§ Plan and set up multi-channel, multi-wavecampaigns

§ Manage communication templates§ Create personalized, targeted content for

execution§ Execute multi-channel, multi-wave campaigns

(email, SMS etc.)§ Automate Automate campaigns with triggers &

actions (e.g. click link in mail -> send SMS)§ Triggered execution through segmentation criteria

and marketing events like cart abandonment§ Detailed analytics at individual engagement level

– contacts and communications§ Aggregate across campaign to measure key KPIs

§ Real time email remarketing to nurture potentialprospects lifts ecommerce revenues by 2% - 10%

§ Real-time scoring of browsing behaviour to deriveinsights for contextual 1:1 marketing

§ Orchestrates a sequence of campaign steps to drivecustomers back to the site

§ Real time monitoring ensures campaigns are always instep with customers

§ Built in rules and A/B testing

§ Pre-packaged integrations real time with ESP’s, DSP’sand CRM systems for cross touchpoint execution.

CONVERT – REAL TIME 1:1 REMARKETING

Advertising Email CallCenter

MobilePush

Social

INSIGHT – MARKETING PERFORMANCE MANAGEMENT

§ Define your own KPIs from multiple (internal &external) data sources

§ Independent of traditional IT Reporting structures

§ Role oriented modelling paradigm, i.e. Dashboarddesign by composer and consumption by businessuser

§ Form-support for desktop, tablet and smart phone

§ Standard visualization catalogue for attractiveinformation design

§ Multiple Drill Downs can be viewed in parallel to theroot-components

§ Global filtering based on chosen dimensions

§ Detailed view to visualize overall reporting results

§ Customer portfolio analysis using the current andpotential value of your customers

§ Balanced score card to detect strength andweaknesses in a customer relationship

§ Whitespace analysis to derive additional revenuepotentials

§ Scoring of interactions on both consumers andcontacts of a buying center

§ KPI monitor to derive & detect trends and patterns fromtime series analysis

§ Derive personalized engagements from those insights

INSIGHT – CUSTOMER VALUE INTELLIGENCE

§ Top down planning and budget distribution§ Bottom-up budget allocation§ Budget planning and consumption for all levels of

the marketing organization§ Joint embedded analysis for managers and

employees on all dimensions without need for BI /data warehouse

§ Integrated calendar view of marketing campaignsand analysis

§ View campaign key figures based on CampaignCategories, Priority, Programs, Responsibilities,Status and Region

§ Optimized for Desktop and Tablet§ Native Calendar support (e.g. MS Outlook, Apple

Calendar) using iCalendar (.ics) format

MARKETING PLANNING

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