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END TO END CAMPAIGN PLANNING, EXECUTION AND MEASUREMENT
Darryl Gray, Global Vice President – Sales & Business Development at SAP XM
STRICTLY CONFIDENTIAL
SAP Hybris Americas Summit
October 14, 2016
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 2
• 29% of today´s media budget spent is digital.
€157bn
• 40% of tomorrows media budget
spent will be digital: €473bn
Loss of budget due to middle men
40%
Source: Total Media Ad Spending Worldwide 2015-2021, EmarketerDigital Media. Simplified.
Increased spending on digital media
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 3
• 60% of today´s global media budget spent is
lost to middle men in the value chain from
advertiser to publisher: €94bn of €157bn
• 60% of tomorrow's global media budget lost to
middle men would amount to €284bn
Loss of budget due to middle men
60%
Source : 2015 TNS Survey of Marketers (See Table 10, Page 29)Digital Media. Simplified.
Loss of media budget due to middle men
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 4Source : 2015 TNS Survey of Marketers (See Table 10, Page 29)
OLD WORLD
Digital Media. Simplified.
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 5Digital Media. Simplified.
NEW WORLD
The listed publishers are just examples for the US market. Specific inventory will be negotiated in
regards to the individual campaigns
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 6
• Ad-blocking grew by 41% globally in 2015, and is
estimated to cost publishers nearly $22bn
• 198 million users blocked ads in 2015
• More than 75% of U.S. online consumers don’t
trust ads and the numbers for digital media
are even worse
Loss of budget due to middle men
75%
Digital Media. Simplified.
Do we create relevant advertising?
Source: https://blog.pagefair.com/2015/ad-blocking-report/
Source: Adage http://adage.com/article/cmo-strategy/marketers-consumers-trust-ads/292591
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 7
Imagine…If we orchestrated end-to-end campaign planning, execution and measurement for improved ROI
Digital Media. Simplified.
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 8
• The vast majority of advertisers and media
companies – 90% – prefer an integrated
solution
Loss of budget due to middle men
90%
Source : Forrester (2016): Optimize Your Programmatic Online Ad Buying And Selling ModelDigital Media. Simplified.
What’s your preferred solution?
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 9
The challenge then?right audience+ right message+right channel+ right time
Digital Media. Simplified.
• Leverage the real-time contexts to deliver the
best and most relevant customer experiences
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 10
• 91% of marketers are prioritizing customer
experience through personalization
Loss of budget due to middle men
91%
Source:: “The Contextual Marketing Imperative”, Forrester Oct 2015Digital Media. Simplified.
Personalization is key
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 11
Loss of budget due to middle men
Sources: “Marketer Stuck on Basic Data for Personalization”, eMarketer June 2015 & “Mastering Adaptive Customer Engagement”, CMO Council 2014Digital Media. Simplified.
Only 16% have the capability to capture customer intent and respond in real time
80% don’t know much about their customers
Only 28% deliver a personalized experience across channels
However…Marketing is lacking key capabilities
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 12
Next generation marketing…An integrated solution leveraging a deeper understanding of your target customers and improved campaign performance while maximizing your overall ad spend ROI
Digital Media. Simplified.
+
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 13
Integrated solutionSupporting the end-to-end marketing process
Digital Media. Simplified.
<- Plan, measure, and optimize digital ad campaign in real-time in SAP XM ->
The perfect combination: SAP Hybris Marketing & SAP XM
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 14
Loss of budget due to middle men
Digital Media. Simplified.
IntroducingSAP XM
• Next generation, end-to-end, online media
network connecting advertisers, publishers
and digital agencies directly in the cloud
• Unique integration between AdTech and
MarTech – in real-time
• Better targeting leveraging 1st party data from
advertisers‘ corporate systems running on
SAP software (e.g. ERP, CRM, Hybris
Marketing & Commerce, POS, Ariba)
• Best-in-class user experience and real-time
performance overview
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 15
Loss of budget due to middle men
Digital Media. Simplified.
SAP XMThis is how it works…
\\DWDF213.wdf.sap.corp\ACI_LOB_SoH\56_Team_PM\MM\09 Blueprint & Capabilities\17 Rollout Material\SAP XM 1.2
Customer Rollout\XM12_MarTech-AdTech Integration_20160926.mp4
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 16
• SAP XM is the next generation, end to end, online media
network technology that connects advertisers, publishers
and digital agencies directly in the cloud in real-time
• SAP Hybris Marketing and SAP XM will empower you to:
• Easily integrate digital campaigns for your overall
marketing planning as well as in your overall corporate IT
structure
• Seamlessly manage the end-to-end planning, execution
and measurement of campaigns while leveraging a deeper
understanding of your target customers and prospects
• Improve campaign performance while maximizing your
overall ad spend ROI
Key take aways…Empower your team and improve your performance with SAP Hybris Marketing and SAP XM
Digital Media. Simplified.
© 2016 SAP SE or an SAP affiliate company. All rights reserved STRICTLY CONFIDENTIAL 17
We can help you:
1. Assess your statusFree of charge pre-assessment of your paid digital and
digital advertising processes by leading consulting partner
EY as a neutral 3rd party instance
2. Leverage competitive edge online advertisingTransform online advertising in your company and
successfully and continuously reap the benefits created
through your collaboration with SAP Hybris Marketing and
SAP XM
Let‘s get started…Leverage competitive edge online advertising
Digital Media. Simplified.
THANK YOU!
Darryl GrayGlobal Vice PresidentSales & Business Development at SAP XM
STRICTLY CONFIDENTIAL
SAP Hybris Americas Summit
October 14, 2016
© 2015 SAP SE or an SAP affiliate company. All rights reserved 20
SAP S/4HANA, cloud marketing edition + SAP XMH1/2016
Retrieval of transactional campaign data from SAP XM
Monitor SAP XM campaign
Marketing Expert
Marketing Expert
Media Expert
Campaign is created in SAP XM with Status ‚Draft‘Create New
Campaign in yMarketing
Maintain Campaign Data Retrieving Parameters from SAP XM
Release yMktCampaign and Create Campaign in SAP XM
Views campaign in SAP XM
edits campaign in SAP XM
Activate and release campaign
1
8 9
3
65
2
7
4
© 2015 SAP SE or an SAP affiliate company. All rights reserved 21
Typical Process of a Digital Advertising Campaign TodayTarget Design of Fully Digitized Media Process
Define Marketing Plan
Create Brief and Digital Ad Campaign
Auto-generate SAP XM Ad Campaign and create task
Monitor Marketing Campaign Progress
Global optimization of marketing plan
Marketing Expert
MediaExpert / Agent
Major Issues
Workflow & Transparency
• No media breaks:All activities system-based and fully integrated
• Full transparency on budget utilization and media tactics to marketing department
• All changes are communicated across all process stakeholder
• To-down target break-down and assignment. Integration of digital ad campaigns in superordinate marketing campaigns
Accuracy & Efficiency
• Auto-optimization of digital ad campaign and recognition of global adjustments to marketing plan or campaign
• Consideration of marketing 1st party data and enablement of “segment of one targeting”
• Integrated marketing reporting mapping digital ad campaigns to overall marketing KPI
• Instant and real-time transparency on major marketing KPIs and progress of digital ad campaign
Bu
sin
ess
Pro
ce
ss
Finalize configuration of ad campaign (inventory selection and targeting) and activate
Execute and auto-optimize ad campaign
SAP S/4HANA, cloud marketing edition
© 2015 SAP SE or an SAP affiliate company. All rights reserved 22
©2015 SAP SE or an SAP affiliate company.All rights reserved.
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