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HostLogic SAP Hybris Marketing
Presentation
Business Environment
SAP Hybris Marketing functionality
Overview
SAP Hybris Marketing references
Business Environment
SAP Hybris Marketing functionality
Overview
SAP Hybris Marketing references
Business Environment
People are intuitive. What is the customer shopping for? Do they seem eager? Hesitant? Concerned? They can then provide assistance tailored to the customer and the situation – offering a recommendation, an up-sell, or even an incentive to nudge the customer into making a purchase.
A shop owner can meet a customer and immediately pick up on explicit and implicit cues that signal intent:
Business Environment
Problem: human method does not scale! While companies have invested heavily in digital solutions to attract, convert, and retain customers, the solutions can’t deliver the same personal finesse that human interactions can provide. That is, until now.
The SAP Hybris Marketing solution is a game changer, enabling individualized, contextual marketing on an unlimited scale.
Business Environment
The basic philosophy of the solution is that modern customers are social, connected, and well-informed. And they expect and demand nothing less than perfect experiences.
Business Environment
These customers expect in-context personal messages that are relevant to their present time interest – during an e-mail campaign, SMS offer, or while visiting a website. Without contextual targeting we get this:
Business Environment
How does contextual marketing work?
Business Environment
A newsletter without context:
Business Environment
This is how contextual newsletter works:
Business Environment
SAP Hybris Marketing functionality
Overview
SAP Hybris Marketing references
SAP Hybris Marketing functionality
The SAP Hybris Marketing is a next generation marketing technology solution. It integrates these functions:
Powerful data warehouse to store customer related marketing data
Contextual analysis engine
Handling individual customers and anonymous visitors
Social Media Integration and using it as a new marketing channel
Orchestration of multi channel campaigns
Campaign planning and key marketing performance metrics
Integration of front-office CRM applications
Marketing Data Management
This central marketing data repository stores both structured and unstructured transactional data from various internal and external sources. It manages known and unknown customers as well.
Data can be refreshed regularly. Customer interactions scoring is based on actual available data.
Marketing Data Management
Any type of customer information can be stored and displayed due to the flexible data model.
Stored information on individuals:
Personal data: address, email address, gender, year of birth, marital status, wedding anniversary date, date of last purchase etc.
Communication channels:
Interests:
Marketing Data Management
Stored information on individuals:
Personal data
Interests
Communication channels
Scores based on activity
History of all past interactions
Marketing Data Management
Direct and indirect information on contacts can be used to create target groups and campaigns.
Example: known or qualified prospects or customers who expressed interest for „AXE” through social media channels in Germany trough Q3 and Q4 2014.
Marketing Data Management
SAP Hybris Marketing analyses sentiment data from social media posts of customers, creates target groups and makes an immediate action possible to handle the situation or to utilize the sales opportunity.
Ratio of positive and negative sentiment
Social media activities
Social media channels
Interests
Segmentation
Powered by SAP HANA in-memory database SAP Hybris Marketing provides real time segmentation on Big Data. Data source can be social media, geo-location information or transactional data from the ERP system.
Segmentation criteria:
Customer data i.e. country, city, partner type, industry vertical, job title, marital status, nationality, gender, age
Historical data i.e. revenue, margin, customer satisfaction
Current data i.e. number of activities, number of leads, revenue forecast, customer loyalty, number of successful transactions
Future (predicted) customer behavior i.e. customer lifecycle, churn propensity, buying propensity
Segmentation
Visualization tools makes it easy to build complex segmentation trees at high speeds based on real time data.
Selected segments
Segment previews i.e. buying propensity
Selection criteria
Recommendation
SAP Hybris Marketing delivers context-relevant, personalized recommendations across every marketing channel in order to increase conversion of cross-sell and up-sell offers and increase the average order size.
Recommendations are based on
Historical data
Social media information
Past purchases
Buying signals observed during recent or live browser sessions
Campaign management - acquisition
Plan and execute personalized and targeted multi-touch campaigns through email, SMS/text, direct mail, and other channels.
Campaign steps
Setting the criteria such as email opened that triggers next campaign steps
Campaign management - acquisition
SAP Hybris Marketing Mail & template editor with conditions, offers and personalized sending.
List of materials i.e. e-mails, newsletters
Editable newsletter template
Campaign management - acquisition
Keep track of key marketing performance metrics with detailed campaign analytics.
Campaign management - acquisition
Display campaign timeline in campaign management.
Conversion
Leverage online browsing behaviors and purchase intent to retarget your customers and make it easy for them to convert.
Send an email reminder to a customer who has abandoned their shopping cart, prompting them to return and complete the purchase with one click.
Conversion
Deliver targeted display ads based on recently viewed content.
Campaign mirroring with in-context advertising
Retention
Improve customer retention rates and increase customer lifetime values with multichannel loyalty programs.
Spending loyalty points
Using discount code
Discounted price
Orchestration Plan customer engagements based on channels, customers and content to deliver relevant interactions. Orchestration of multichannel campaigns are the key to prevent marketing fatigue and to create seamless customer engagement.
Customer journey
Marketing channels
Insights Gain real-time understanding into marketing performances with a management dashboard that shows relevant marketing KPIs.
User and role based KPI-s can be defined using many data sources
Quickly identify opportunities and drill down to discover key insights on segments, products, channels, budgets, campaigns and assets
Supports desktop, tablet and smartphone
Insights
Customer stratification
Get insight into account profitability and lifetime value
Stratification
categories • Core • Opportunist • Service drain • Marginal
List of accounts
Each dot represents an account
Insights
Balanced Scorecard analysis
In depth Balanced Scorecard analysis for each account
Stratification category for the account
Scorecard views: • Profitability • Cost-to-serve • Customer
loyalty • Buying power
Account info
Insights
Account value analysis
Customer 360
Revenue and margin history
Discount history
Revenue trend
Opportunities
Open transactions
Insights
Customer journey insight
Create a target group and launch a campaign for those who abandoned the shopping cart!
Shopping cart abandonment
Entry point
Planning and Analytics
SAP Hybris Marketing has the ability to establish budget plans both using a Top-down allocation approach or Bottom-up planning.
Budgets are based on standard or custom dimensions such as
brands
countries
regions etc.
Planned budgets and actual spends by media types
Planning and Analytics
Integrated marketing calendar view makes it easy to oversee the whole marketing activity.
Calendar view of campaigns
Planned spends by country
Planning and Analytics
Granular statistical information is available for each campaign
Rates of Messages • Bounces • Unique Click rate • Click-to-Open rate
Number of clicks by links
Number of Messages • Sent • Bounced • Opened, etc.
Planning and Analytics
Facebook campaign planning and KPI analytics
Video views
Cost per video view
Planned budget vs actual spend
Number of people reached by gender
SAP Hybris Marketing demo videos
Marketing Data Management link
Segmentation (based on ERP data) link
Segmentation (based on Buying propensity) link
Marketing Campaign Management link
Marketing Insight link
Customer Journey Insight link
Marketing analytics and planning link
SAP Hybris Marketing End to End Integration Process with SAP CRM, ERP link
Business Environment
SAP Hybris Marketing functionality
Overview
SAP Hybris Marketing references
SAP Hybris Marketing references
PERSONALISED FAN ENGAGEMENT
• Real time engagement
with 30M fans
• Consolidate dozens of
data sources, from
merchandise and tickets
to paid subscriptions and
fantasy hockey
• Target fans based on
their favorite teams,
players, and sentiment
Objectives
• SAP hybris Marketing
• SAP Predictive Analysis
• SAP BusinessObjects
Technical implementation
• Grow revenue and
loyalty from
merchandizing,
GameCenter
subscribers and tickets
• Better personalization
across different
channels
• Better targeting and
marketing execution
Benefits
SAP Hybris Marketing references
GETTING CLOSER
TO CUSTOMER
• Gain insights into
customer purchasing
decisions
• Target and personalize
customer interactions
• Support omni-channel
business
Objectives
• SAP CRM powered by
SAP HANA
• SAP CRM Loyalty
Management
• SAP Retail Planning
• hybris B2C Commerce
• SAP Infinite Insights
Technical implementation
• Better insight into what
to buy with analytics
• Stronger customer
relationships by
meeting their needs
• Decrease customer
churn through loyalty
programs
Benefits
“With SAP solutions powered by SAP HANA, Eldorado can respond to customers more quickly, deliver products faster, and offer
better princes. We are getting closer to our customers so they can be confident that we understand their needs.”
Fabricio Granja, Deputy Vice President of Business Operations Support, Eldorado LLC
SAP Hybris Marketing references
PUT THE
CUSTOMER AT THE
CENTER
• Establish end-to-end
marketing process
• Create 360 golden
customer profile
• Provide high-speed
segmentation
• Real-time data feeds for
highest level of accuracy
Objectives
• CRM and BW on HANA
• SAP hybris Marketing
Segmentation
• SAP Predictive Analysis
Technical implementation
• Engaging with
consumers in a smart
way
• Better customer
experience
• Higher return on
marketing investment
(ROMI)
Benefits
“It is a fantastic product. We have the marketing team aligned. The fact that we can analyze those 10.6 mio customers in a far better,
more analytical way is a game changer for us.”
Stephen McKinnon, CIO, Luxottica
SAP Hybris Marketing references
Achmea is the umbrella brand for some of the best-known names in Dutch insurance. They serve about half of all Dutch households.
Products: • Health, Life and Non-life insurance • Pension plans
Objective: • Utilizing diverse sales channels
Technical implementation: • SAP Insurance • SAP CRM • SAP Mobile Suite • SAP Hybris
Benefits: • Customer data is used to focus more on the
customer rather then products
Reference video: link
medibank is an insurance company based in the Australia. It provides customers with Health and Life insurance.
SAP Hybris Marketing references
Contact us: HostLogic Zrt. River Estates, Hungary 1134 Budapest, Váci út 35. Tel: +36 1 237 1735 Fax: +36 1 350 4113 [email protected] www.hostlogic.hu