HICRON NEXT-GENERATION MARKETING FOR ... - Partner SAP · SAP ERP, M2M, Big Data, Telemetry, Enterprise ... SAP VMS, Dealer Portal, and SAP DBM. We can confirm that Hicron experts

HICRON NEXT-GENERATION MARKETING FOR AUTOMOTIVE AFTER-SALES

HICRON KNOW-HOW• various business models and processes in the automotive industry (OEMs, importers, dealers),

• various automotive segments (cars, construction equipment, commercial vehicles, etc.),

• various organisation sizes, complex structures, worldwide sales,

• business development, not only IT implementation,

• business consulting on how to optimise business processes,

• creation of templates and worldwide rollouts (while enabling regional adjustment),

• local business aspects (including import/export, VAT, invoicing, legal regulations),

• technical and consulting skills, project management, and communication both within the company and with external stakeholders.

THE HICRON DIFFERENCE

• FLEXIBILITY: diverse technologies chosen

to suit clients’ needs,

• TRUST: AP partners dedicated to automotive

projects for top OEMs, importers, dealers,

• QUALITY: we deliver only perfect solutions,

• CREATIVITY: finding IT solutions for every

business challenge.

SINCE 2006 WE HAVE SUPPORTED OEMS, IMPORTERS AND DEALERS AROUND THE GLOBE IN

THE OPTIMISATION OF BUSINESS PROCESSES. TECHNOLOGY IS SIMPLY A TOOL IN OUR HANDS

TO MAKE THINGS HAPPEN. PROPER TOOLS ARE IMPORTANT, BUT KNOWING HOW TO USE

THEM MAKES THE DIFFERENCE. WE KNOW HOW.


2006

EXPERIENCEbased on reputation

Hicron - on the market since 2006 year.

WORLDWIDE PROJECTSGermany, Netherlands,

Qatar, USA, Italy, Sweden, Switzerland,

Austria.

SOLUTIONS THAT FIT YOUR NEEDS

SAP ERP, M2M, Big Data, Telemetry, Enterprise Mobility, Java, .Net.

APPRECIATEDSPECIALISTS

a team of over250 developersand consultants.

QUALITY AND TRUSTWe are working for the largest world brands.

Who we areand what

we do

GOOD CHOICE FOR A GREAT FUTURE“Hicron is our strategic partner in the development of management supporting solutions. Our cooperation is based on mutual trust and confidence. We are very satisfied with Hicron services and intend to continue them in the future. We can also confirm that Hicron consultants have wide competences in the SAP Automotive area. Their flexibility and motivation are distinctive”

Dr Andreas Feil // Information Systems Sales and Aftersales // MAN Nutzfahrzeuge

KNOWLEDGE, KNOW HOW, EXPERIENCE“Hicron consultants were a key part of our development team and demonstrated very good knowledge of SAP VMS modules. Today Hicron consultants are supporting our project in further development tasks and ongoing maintenance support. Their knowledge and experience frequently supported us in making crucial decisions, also in terms of coordination of the entire project”

Bill Legge // MOM Global Program Manager // Volvo Construction Equipment

TRUSTWORTHY PARTNER„Our cooperation with Hicron consultants started in 2001. As of today we have implemented, optimized and upgraded various solutions together: SAP VMS, Dealer Portal, and SAP DBM. We can confirm that Hicron experts are very skilled in the area of SAP for Automotive solutions and the cooperation with them has always been up to our standards”

Ralph Panoff // CIO Manager, Member of the Board // AMAG Automobil-und Motoren AG

WE COULD CONSTANTLY REPEAT HOW SUPERIOR OUR PRODUCTS ARE AND HOW HIGH THE

QUALITY OF WHAT WE OFFER IS. BUT WE LET EXCELLENT REFERENCES SPEAK ON OUR BEHALF.


The wide popularisation of learning and predictive algorithms that suggest how to better address and profile customised offers for specific segmented customers is affecting the automotive industry and helping dealers to sell more products and services. Hicron includes practical implementation of these concepts in a product package including: Predictive search Engine, Car Data Collector and Drive App.

The predictive analysis system can be extended using accurate analyses and data sources. For dealers, in general, the most obvious source of data for activating predictive algorithms is business data contained in DMS and CRM systems, but many external data sources (e.g. all publicly available registers) can also be used. Finally, any car registered in the dealer’s system can ideally supplement these sources of data.

Predictive Marketing concept

• increased revenues through the creation of personalised offers for customers,

• ability to create and run targeted marketing campaigns,

• detailed understanding of customer buying patterns,

• ability to implement better segmentation of the customer market,

• direct contact with customers through the application,

• ability to reach customers through the notification mechanisms of DriveApp and other applications,

• ability to implement predictive maintenance for cars, based on a large amount of gathered statistical and diagnostic information.

Benefits of Predictive Marketing


This type of advanced analysis is helpful in finding features shared by customers with similar purchasing behaviour. Data analysis is a way to search for repeating patterns in purchasing behaviour. Algorithms identify which common features characterise persons/cars sharing identical purchasing patterns. They test various sets of parameters in order to select those that best divide a group of customers into segments. Possible conclusions are, for example, that ‘buyers of cars with a 150HP engine and mileage > 100,000 km never buy accessories’ or ‘persons who live in the X-Y group of post codes never use services other than regular check-ups’.

Customer segmentation

TYPES OF ANALYSIS AND THEIR MAIN VALUES

This set of algorithms analyses the basket a customer leaves the showroom with. The analysis can be done in three dimensions:

Comparing the basket with customer segments

Algorithms determine the probability that customers from specific segments will buy particular products. The system will return information such as: ‘the probability that customers within the area of X-Y post codes that own a sedan-style car will buy special varnish protection is 73%’. This information will enable improved targeting of advertising activities. Also, it will help to verify whether previously identified segments are well defined and useful in practice.

Comparative analysis of basket contents

This is a comparison of the statistical dependences between buying one item and another, and as well an attempt to perform this analysis in the context of specific groups of customers. The system may return such responses as: ‘if a customer buys the extended guarantee service, the probability that he or she will also buy shades for side windows is 65%’. Or, the other way round: ‘71% of customers who bought an extra spoiler already had an exhaust pipe cover in their basket’. Such information will be useful in developing packages or compiling up-to-date offers.

Basket analysis over time

The basket analysis not only covers a single visit to a showroom, but is extended over time in order to check the impact of today’s purchases on future purchases. The system will return responses such as: ‘if a customer buys 20-inch rims, the probability that he or she will buy tyres within the next 6 months is 63%’.

Shopping basket analysis

The third group of algorithms constitutes steady extension of basket analysis over time. The same class of algorithms can be applied on a broader scale to analyse complex behaviour, such as the frequency of visits, the value of visits, product mix, etc. This class of algorithms is used, for example, to detect customers who may potentially move away from the brand. The system uses existing data to detect as many dependencies as possible. The system returns responses such as: ‘customers with cars with an annual mileage below 20,000 km regularly buy oil every year’ (an obvious example, but one that should be detected by algorithms). ‘The probability that customers who have only regular check-ups will not generate income in the 3rd year of using a car is 50%’. ‘Customers with model X and annual mileage > 20,000 km will replace turbochargers in the 4th year of use’. This type of information is used in creating ‘personal-ised’ campaigns. The system will check whether a given customer matches any of the identified patterns and will customise a specific campaign/piece of information to fit him or her.

Analysis of behaviour over time

Additionally, all analyses can be supplemented with external data, e.g. the system will compare shopping baskets to weather in a given year or to the development of public transport in a certain town; most interestingly, it will compare data about all the companies registered in the National Court Register/Central Registration and Information on Business (CEID) and their officials, or identify potential customers with similar structures in other fields of business. Moreover, in the future, it will be possible to analyse which insurance companies are chosen by the owners of specific car models, so as to add targeted insurance packages, etc., to the offer.

Supplementing customer databases


• increase in customer loyalty (much higher retention after warranty period),

• remote diagnostics, increasing after-sales services and volume of products sold, customer satisfaction and safety,

• customer behaviour segmentation and profiled offers for Predictive Marketing,

• dealers’ community, gamification.

Benefits:


Car Data CollectorAnother data source for predictive analyses and for direct responses from the service station influencing after- sales results is the car itself. Hicron’s Car Data Collector solution includes the following elements:

• Device (hardware + software) – a dedicated device connected to a car’s diagnostic socket that enables reading of the car’s diagnostic data and a GSM/GPRS module that enables data transmission to a server via the GSM network,

• GSM network – this part contains connectivity devices to a data package transfer network, typically provided by the MNO,

• Data warehouse – a solution based on technologically advanced databases that will store data reads from car devices. The database technology used here will make it possible to scale the solution so as to enable handling of any number of cars and addition of new elements to the data collected,

• Data collection interface – an interface will be made generally available on the web to collect data from devices and record them in the database. The interface will be provided with basic security elements,

• Web server + interface based on a WWW search engine – a WWW interface will ensure access to the database and will include basic data search functions.

Car Data Collector can provide valuable information of interest to car vendors, importers, dealers, insurance companies, fleet management companies, independent service workshops and drivers. Depending on the scope of implementation and hardware version, it can remotely provide information about mileage, failures or engine errors, data for remote diagnostics, geo-tracking services, security, e-calls etc.

• access to information not available in the car’s standard audio navigation system,

• decreased fuel consumption due to eco-driving tips,

• direct contact with the dealer/workshop,

• access to personalised offers and information sent by the dealer,

• dealers’ community, gamification.

Benefits:

DriveApp and HicronPredictive Marketing - Dealer

DriveApp and HicronPredictive Marketing - Driver


DriveAppCar Data Collector can be supplemented with a mobile app that works on the driver’s mobile phone or tablet:

Driver’s mobile application – the driver’s mobile application connects with OBD via a Bluetooth interface and enables download of basic car parameters, including diagnostic information. The CDC application will provide an interface for reading data from a device. The application also offers direct communication with the server, including the reading of driver-targeted data from the server. Sending data from the application to the central system (e.g. a request to arrange car maintenance) is also possible.

The other elements visible in the illustration present architecture that, along with the CDC elements, constitutes the entire Hicron Predictive Marketing for after-sales solution. These elements are:

• Predictive Engine – a set of specialised predictive algorithms that, based on data collected in the dealer’s systems and data collected from drivers, make it possible to determine customer segments and analyse behaviour patterns of given customers. Based on this data, the module makes it possible to generate precisely targeted marketing campaigns for particular drivers,

• Interface for the dealer’s existing systems – an interface that supplies the data warehouse and predictive system with data from the dealer’s existing systems (DMS and CRM class of systems),

• Web server (presentation layer) – a WWW service dedicated to the dealer’s operators that enables review of data in the predictive system, definition and activation of marketing campaigns and tracking of the effectiveness of particular activities. The service can also be used to manage the predictive system,

• Marketing content interface – the interface enables the predictive module to present marketing content to respective customers via various channels (websites, mailing campaigns, telephone campaigns, text message campaigns and others),

• Social media – in modern marketing, this type of communication and promotion is a necessary part providing additional information about trends and people’s behaviour and needs; finally, it enables the construction of a community around the brand, increases awareness of great ideas (i.e. games involving fuel savings), etc.


Overall Predictive Marketing architecture

Dealer’soperators

INTERFACEDealer’s IT systems

[email protected]

GSM

GSM

Hicron Sp. z o.o.Gwiaździsta 6253-413 Wrocław

Telefon: +48 71 77 60 300 +48 71 77 60 333FAX +48 71 77 60 335

PREDICTIVE ENGINE

DATA WAREHOUSE

INTERFACE

CRMDMS

SERVER WEB

TARGETED MARKETING

CONTENT

Documents

HICRON NEXT-GENERATION MARKETING FOR ... - Partner SAP · SAP ERP, M2M, Big Data, Telemetry, Enterprise ... SAP VMS, Dealer Portal, and SAP DBM. We can confirm that Hicron experts