PUBLIC

August 2019

SAP Marketing CloudWhat‘s New in the 1908 Release

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What’s New in 1908

DYNAMIC CUSTOMER PROFILING

▪ Google Analytics Integration

SEGMENTS, CAMPAIGNS, AND JOURNEYS

▪ Marketing Organizer

▪ Marketing Overview

▪ Qualtrics Integration

▪ Campaign Flexibility

▪ Landing Page

LEAD AND ACCOUNT-BASED MARKETING

▪ Demand Unit Increments

▪ Segmentation on Demand Unit Attributes

MARKETING PLANNING & PERFORMANCE

▪ Marketing Planning

INTEGRATION / UX

▪ New Data File Load App

▪ Service Tickets in Marketing

▪ Integration Extensibility for Products

▪ GoToWebinar Integration

▪ New Theme with Fiori 3

COMMERCE MARKETING

▪ Recommendations

MARKETING ANALYTICS

▪ Product Category and Hierarchy Query

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Dynamic Customer Profiling

▪ Google Analytics & BigQuery Clickstream Integration Enhancement

What’s New in 1908

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What’s New in Dynamic Customer ProfilingGoogle Analytics & BigQuery Clickstream Integration Enhancement

Benefits for Customers

By setting up SAP Outbound ID as a custom

dimension and pushing its values into Google

Analytics, you can now create interactions by

using SAP Outbound ID as Interaction Contact

ID.

New Capabilities

▪ You can now map Google Analytics custom

dimension ‘SAP Outbound ID’ to SAP

Marketing Cloud interaction field ‘Ext.

Interaction Contact ID’ in the Google Query

Configurations app.

▪ The mapping identifies the contact

information and links it to the web hits that

are captured by Google Analytics on the

website.

▪ You can identify who responded to a

particular email campaign, how, and when.

More Information

See: Creating Query Configurations

for Google Analytics.

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Commerce Marketing

▪ Personalized Recommendations in Email

What’s New in 1908

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What’s New in Commerce MarketingPersonalized Recommendations in Email

Benefits for Customers

The marketing experts can now send emails

containing personalized recommendations

based on customers last/recent behavior by

using four new recommendation query

algorithms. For example, send emails to

customers to write reviews for the products they

last purchased or cross-sell products based on

customer’s recent purchases.

New Capabilities

The four new query algorithms:

▪ Last Purchased Items (Interactions -

Optimized)

▪ Last Viewed Items (Optimized)

▪ Recently Purchased Items (Interactions –

Optimized)

▪ Recently Viewed Items (Optimized)

In addition, these two existing algorithms are

optimized and can be used to provide

personalized recommendations in emails:

▪ User Interaction Based Collaborative Filtering

(Association)

▪ User Interaction Based Collaborative Filtering

(Cosine Similarity)

More Information

See: Recommendation Query

Algorithms, Collaborative Filtering Algorithms,

and Creating Product Recommendation Blocks

in Email Templates and Emails

Cross-sell products based on the

products the consumer recently

viewed.

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Segments, Campaigns, and Journeys

▪ Marketing Organizer - Structure Your Marketing Assets

▪ Marketing Overview App for Expert Persona

▪ Qualtrics Survey Integration

▪ Drip Campaigns

▪ Links Selection for A/B Test Variants

▪ Scheduling Follow-up Emails

▪ Contact Stays in Path

▪ In Approval Campaigns

▪ Enable Image Assets for New Landing Page Editor

What’s New in 1908

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What’s New in Segments, Campaigns, and JourneysMarketing Organizer - Structure Your Marketing Assets

Benefits for Customers

The marketing expert can now use Marketing

Organizer to:

▪ Improve organization of marketing objects in

a folder structure.

▪ Access all relevant marketing objects of

different types from one single interface.

▪ Easily get an overview of all

marketing objects of different types that are

relevant to a specific marketing project.

▪ Facilitate collaborations between peers on

projects.

New Capabilities

▪ Access from anywhere within Marketing

Cloud, and easily create/delete/rename

folders.

▪ Add existing marketing objects such as

campaigns, emails, landing page,

segmentation models, and target groups

as references to folders.

▪ Navigate to a marketing object detail

page from a reference in a folder.

▪ Add URLs to objects such as notes, images,

etc. to folders and navigate to these objects

in a new tab via the URLs in a folder.

▪ Collaborate with peers by sharing folders and

granting proper permissions.

More Information

See: Marketing Organizer

Click the folder icon to access the

Marketing Organizer app.

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What’s New in Segments, Campaigns, and JourneysMarketing Overview App for Expert Persona

Benefits for Customers

Allows a marketing expert to customize the KPIs

and Business Object information based on his

team and his individual objects.

New Capabilities

A user can now filter and view the cards on

Marketing Overview by:

▪ Marketing Areas

▪ Select Card Items to segregate the card

items into All Items and My Items.

More Information

See: Marketing Overview.

Key User can filter by

Marketing Area and Card

Items

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What’s New in Segments, Campaigns, and JourneysQualtrics Survey Integration

Benefits for Customers

With the B2B scenario enhancements in the

Qualtrics Survey and SAP Marketing Cloud

integration, you can:

▪ Use the Qualtrics survey provider to design

and send surveys to targeted customers.

▪ Collect survey responses and create

segments based on the survey response.

▪ Make better decisions for your products or

services.

New Capabilities

▪ All Accounts segmentation profile is

enhanced with Account Survey attributes,

which support B2B scenarios to enable

you to segment customers, based on the

survey responses.

▪ The Marketing Application Jobs app is

enhanced with edit functionality for the

retention period. With this enhancement,

you can set the number of days you want to

retain survey data in SAP Marketing Cloud

system.

▪ Survey ODATA API is enhanced with GET

requests for Survey Metadata and

Responses.

More Information

See: Using Attributes and Survey ODATA API

.

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What’s New in Segments, Campaigns, and JourneysDrip Campaigns

Benefits for Customers

A marketing expert can now easily promote

relevant content by sending series of

information at stipulated intervals of time.

This series of information can be sent

irrespective of whether you receive a response

or not.

New Capabilities

Campaign Designer now provides a simpler

option to design drip campaigns containing

series of emails or text messages, spaced in a

timely manner.

More Information

See: Drip Campaigns

Additional option to add Actions

(Send Email/ Send Text Message)

after an existing action.

Specify ‚Delay‘ OR Send at a

specific time

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What’s New in Segments, Campaigns, and JourneysLinks selection for A/B test variants

Benefits for Customers

A marketing expert can now specify the links

that need to be considered for winner

determination in A/B testing. This way, you

prevent, for example, an email with the highest

click rate on ‘unsubscribe’ link being determined

as winner.

New Capabilities

For the ‘Unique Click Rate’ winner criteria, there

is now an option to choose the links (in each of

the email variant) that are of relevance,

The winner is then determined based on the

clicks obtained for the selected links.

More Information

See: A/B Testing

Result based on choosen link

clicks.

Option to choose the links to

be considered for winner

determination

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What’s New in Segments, Campaigns, and JourneysEnhanced Capabilities for Scheduling Follow-Up Emails

Benefits for Customers

A marketing expert has greater flexibility for

scheduling follow-up emails in a campaign.

New Capabilities

You now have the following options:

▪ Consolidated scheduling: Schedule emails on

Specific Days or Specific Date and Time.

▪ Option to simultaneously provide a delay &

choose specific days for the ‘Yes’ branch of a

trigger.

More Information

See: Scheduling Campaigns

<=1905 Release had 3

scheduling options for follow-

up emails.

For the 'Yes‘ branch of the

trigger, it is now possible to:

• Specify a delay, and

• Choose the specific days

for executing campaigns.

>=1908 Release has

consolidated 2 scheduling

options for follow-up emails.

For the ‚Yes‘ branch of the

trigger, It was possible to

specify a delay OR choose

specific days. It wasn‘t

possible to specify

simultaneously BOTH at the

same time.

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What’s New in Segments, Campaigns, and JourneysContact Stays in Path

Benefits for Customers

The contacts of the campaigns remain in a

single branch of a flow, based on their

response.

New Capabilities

Contact is either in the Yes or the No branch at

any given point of time.

Note: This is a change in the ‘Default’ behavior

compared to earlier releases (before 1908).

More Information

See: Contact Stays in Path

<=1905 Release the behavior (taking above

example) was as follows

1. The contact receives the email ‚Welcome

Email‘.

2. Contact doesn‘t open email for 2 days.

3. Receives the No branch email i.e.

‚Reminder‘.

4. Contact opens the first email (‚Welcome

Email‘) after 2 days (e.g. on 3rd day).

5. Contact would also recieve the Yes branch

email i.e. ‚Best Email Offer Version A‘

>=1908 Release the behavior (taking above

example) was as follows

1. The contact receives the email ‚Welcome

Email‘.

2. Contact doesn‘t open email for 2 days.

3. Receives the No branch email i.e.

‚Reminder‘.

4. Contact opens the first email (‚Welcome

Email‘) after 2 days (e.g. on 3rd day).

5. Contact would NOT receive the Yes branch

email i.e. ‚Best Email Offer Version A‘. In

other words the contact shall remain at any

time either in the YES or the NO path.

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What’s New in Segments, Campaigns, and JourneysIn Approval Campaigns

Benefits for Customers

A marketing expert can no longer edit

campaigns that are sent for approval.

New Capabilities

Campaigns that are submitted for approval are

not editable.

Exceptions:

It is possible to modify design time for External/

Facebook/ Google Adwords campaigns.

More Information

See: Campaign Status

Campaign in status ‚In

Approval‘ are not editable

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What’s New in Segments, Campaigns, and JourneysEnable Image Assets for New Landing Page Editor

Benefits for Customers

By integrating Content Management (CMS) or

Digital Asset Management (DAM) systems with

SAP Marketing Cloud to access images for use

in the Content Studio, you can search catalogs

of digital images to add to your Text or Image

blocks in the Landing Pages editor. You can

also upload your own images.

CMS and DAM systems make accessing and

organizing digital images fast and easy and

allow you to add creative value to your landing

pages.

New Capabilities

▪ Use DAM search to insert images in:

− Image blocks

− Background of other elements

− Images inside a text element

▪ Browse DAM content with search

▪ Upload new pictures to the DAM

More Information

See: Landing Page Design

DAM Search

Image inside a

text element

Image block

Background image

DAM Browser

DAM Upload

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Lead and Account-based Marketing

▪ Demand Unit Enhancements

▪ Segmentation on Demand Unit Attributes

What’s New in 1908

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What’s New in Lead and Account-Based MarketingDemand Unit Enhancements

Benefits for Customers

Business users are now able to add further

relevant contacts that cannot be identified by

discover demand unit app, when the system is

lacking interactions for those contacts.

Accept demand units as well as adding

members is now also possible for demand units

in status proposed by system.

New Capabilities

1. New value help to add further contacts to

demand unit

2. Enable a two-step dialog to first select

relevant marketing area before accepting

demand units or adding members

More Information

See: Discover Demand Units

1.

2.

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What’s New in Lead and Account-Based MarketingSegmentation on Demand Unit Attributes

Benefits for Customers

Business users are now able to segment on

demand unit member information and create

target groups that can be used for any target

group based campaign type.

This enables marketers to create target groups

consisting of individual demand unit members

from various demand units and implement

highly targeted campaigns. For example, a

marketer can segment on demand unit

information to invite all marketing directors who

share a particular interest and are members of

recognized demand units to a particular event.

Similarly, marketers can create a campaign

targeting technical experts but exclude experts

who belong to a demand unit and have already

been contacted as early adopters.

New Capabilities

1. Enable Demand Unit Attributes in

Segmentation Configuration

2. Segment and create target groups based on

demand unit attributes

3. Optionally personalize campaign content

using demand unit attributes, e.g. main

interest

More Information

See: Demand Units and Scenario Description

Discover Demand Units

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Marketing Planning & Performance

▪ Colors in Marketing Plan

▪ Snapshots in Marketing Plan

What’s New in 1908

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What’s New in Marketing Planning & PerformanceColors in Marketing Plan

Benefits for Customers

Marketing managers and experts will be able to

better visualize programs and campaigns in

marketing plans by showing them in a set of

unified colors defined for your organization.

New Capabilities

Marketing managers can set colors so that

all marketing managers and experts in

your organization can choose to display

programs and campaigns in colors different from

the default ones based on different fields, such

as program status and campaign category.

More Information

See: Marketing Plans

In the Me Area, marketing

managers with additional

authorization can set colors to be

used for programs and campaigns

by your organization.

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What’s New in Marketing Planning & PerformanceSnapshots in Marketing Plan

Benefits for Customers

You can better track how marketing plans

evolve over time by creating snapshots of

marketing plans. This is especially important in

scenarios in which a group of marketing

managers and experts are working on the same

marketing plan.

New Capabilities

You can create snapshots, which are read-only

visual representations of marketing plans at a

given point of time. A snapshot includes all the

information from the marketing plan, including

any custom fields:

▪ Information about the budget plan that is

assigned to the marketing plan and its KPIs

▪ Information about all programs that are

assigned to the marketing plan and their KPIs

▪ Information about all campaigns that are

assigned to the programs and their KPIs

More Information

See: Marketing Plans

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Marketing Analytics

▪ Product Categories and Hierarchies Query

What’s New in 1908

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What’s New in Marketing AnalyticsProduct Categories and Hierarchies Query

Benefits for Customers

Marketing experts can analyze the source of

product hierarchies and their usage for sales or

service. They also can analyze service

categories in terms of the related category type

New Capabilities

CDS Query, which counts the number of

product categories and provides the result for

the following dimensions

▪ Product Category and Name

▪ Product Hierarchy and Name

▪ Parent Product Category

▪ Source System Type

▪ Usage of Hierarchy (Sales or Service)

▪ Category Type

More Information

See: Product Category Query

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Integration

▪ New Data File Load App

▪ Service Tickets in Marketing

▪ Extensibility of iFlows for Loading Products from S/4 or ERP

▪ GoToWebinar Integration using SAP Cloud Platform Open Connectors

What’s New in 1908

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What’s New in IntegrationImport Data: New Data File Load App

Benefits for Customers

The new Data File Load app in the Import Data

business group provides you with an additional

option to upload marketing-relevant data to your

SAP Marketing Cloud system. Currently, the

new app complements the features of the Import

Data app. In future, it will replace Import Data.

New Capabilities

With the Data File Load app, a marketing

administrator can upload a data file in various

formats (.csv, .xls, .xlsx) in a wizard-like

manner. The file can include contact, account,

or interaction data. The columns of the source

data file can be user defined. A mapping to the

standard fields of SAP Marketing Cloud is

automatically proposed and can be adopted by

the user.

The upload process includes the following

features:

▪ Intuitive mapping of source attributes from

your file to the target attributes from SAP

Marketing Cloud

▪ Option to select from various character

encoding standards in case your source data

file is not UTF-8 compliant

▪ Full data validation before upload with

detailed warnings and error messages

allowing comprehensive source data

analysis, improving the quality of your

business data

More Information

See: Data File Load

Intuitive mapping of

attributes

Wizard for user

guidance

Validation - source

data analysis

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What’s New in Dynamic Customer ProfilingService Tickets in Marketing

Benefits for Customers

Service tickets can be integrated from SAP

Service Cloud and used as signals in

marketing.

The replicated interactions can be used to

trigger actions, for example, to invite people to

surveys, to be used as interruption pointer for

campaigns, to safeguard the overall customer

satisfaction by awards or compensations. The

replicated interactions also help to better

understand the customer’s needs, for example,

to trigger campaigns for a new product launch or

product replacements.

New Capabilities

1. Enhanced integration package SAP Cloud

for Customer Integration with SAP

Marketing, including a new iFlow to replicate

service tickets as interactions with enhanced

service-specific information.

2. Product hierarchies can be classified in

terms of their usage in marketing, that is,

whether they are defined for product

categories or service categories.

3. Product categories, modeled as service

categories, can be classified with category

types, that is, to distinguish service

processes, root causes or service solutions.

More Information

See: Integrating Service Tickets

SAP Marketing CloudLoad Service Tickets via SOA Service

and map in iFlow to OData Service

CUAN_BUSINESS_DOCUMENT_IMP_SRV

SAP Service Cloud

Excel-Download of Service Category

Catalogs in SAP Cloud for Customer

and CSV-Upload in Marketing via

Import Data App

Inquiry

Training KBAProduct

Video

Technical

Question

Business

Need

1.

2.

3.

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What’s New in IntegrationExtensibility of iFlows for Loading Products from S/4 or ERP

Benefits for Customers

Upgrade robust extensibility of iFlows that

allows customers to add custom-business logic

to standard master data integration without any

modification

New Capabilities

▪ Integration of Products from S/4 or ERP

provide post-exit iFlows to support E2E

extensibility for mapping of custom as well as

standard attributes

▪ Parameter for post-exist must be activated to

control the deployment of post-exits

▪ Value mapping handles the filtering for

product type values “HAWA” and “FERT”

More Information

See: Integration with SAP S/4HANA Enterprise

or Integration with SAP ERP

Extensibility iFlow for

custom specific mapping

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What’s New in IntegrationGoToWebinar Integration Using SAP Cloud Platform Open Connectors

Benefits for Customers

The Marketing Events app provides an overview

of marketing events, such as webinars. It also

displays key information of participants and the

performance summary of the event.

New Capabilities

The integration with GoToWebinar platform

allows you to import event data into the SAP

Marketing Cloud system using SAP Cloud

Platform Open Connectors.

More Information

See: The integration is through SAP Cloud

Platform Open Connectors

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User Experience

▪ New UI Theme with Fiori 3

What’s New in 1908

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What’s New in User ExperienceNew UI Theme with Fiori 3

Benefits for Customers

▪ Modern Look & Feel

▪ Harmonized Design across SAP products

New Capabilities

New UI Theme SAP Quartz Light with Fiori 3.

Belize Theme

New Theme SAP Quartz Light

(Fiori 3)

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