SAP hybris 2016-04-22¢  SAP HYBRIS MARKETING: SOLUTION VIEW 3rd Party Applications (for data & execution)

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  • [@thomas_ruhl]

    SAP Forum für Customer Engagement & Commerce

    SAP Hybris Marketing Engage in Context to Drive

    Conversion and Loyalty

  • Relevant Customer Engagements

    INCREASING CUSTOMER EXPECTATIONS

    Ultra

    Personal

    Dynamically

    Adapt

    Not Creepy

  • MARKETING IS BROKEN

    Marketers bombard customers with irrelevant

    messages. Not targeted, not relevant

    of online ads are ignored Source: Google Display Benchmark Tool

    99.94%

    Email click through rate Source: Getresponse

    3.57%

    All digital channel response rate Source: DMA Response Rate Report 2015

    0.62%

    https://www.thinkwithgoogle.com/intl/en-gb/planning-tool/display-benchmarks/ http://blog.getresponse.com/the-state-of-email-marketing-by-industry.html http://www.iwco.com/blog/2015/04/14/dma-response-rate-report-and-direct-mail/

  • Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015

    Marketers use 11 siloed channels on average…

    HOLISTIC APPROACH TO MARTECH IS NEEDED

    …and 15 separate systems

    to house customer data

  • Capture and enrich dynamic marketing profiles

    DATA IS THE FUEL

  • Real-time

    individualization Presentation of

    relevant content across

    all touchpoints

    The customer

    What they have done

    What they may do

    What they are doing now

    Leverage the real-time contexts to deliver the best customer experiences

    EXPLICIT

    IMPLICIT

    CONTEXT MAKES THE DIFFERENCE

  • SAP HYBRIS MARKETING: END-TO-END

    Merge, match & enrich

    Events & interactions

    Campaign execution in all channels

    Plan, measure & optimize

    Contexts, interests & predictions

    Personalized targeting &

    orchestration

    Capturing response

    Loyalty data

    Market data & events

    Sales & service data

    Financial data

    Industry data

    Social media,

    mobile, IoT

    Extensions

    Mobile &

    social channel

    Digital channel

    Personalized

    commerce

    Interaction center

    Lead, opportunity

    E-mail, sms,

    traditional

    Extensions

  • Discover hidden trends and

    anticipate buying behavior

    with built-in predictive

    analysis

    Accurately target and segment from

    any data sourceConsolidated view

    of customers across

    the enterprise

    Gain insights into the

    customer journey, identify

    micro-segments

    UNDERSTAND REAL-TIME CUSTOMER INTENTS

    Dynamically capture and enrich marketing profiles across all sources

    into a single view, gain insights into customer’s real-time intents

    Accurately target and

    segment from any data

    source

    Understand

    customer’s

    sentiments and

    interests

  • Gain accurate

    budget and expense

    information

    Accelerate the marketing processes

    to react quickly to opportunities

    MARKET WITH SPEED AND AGILITY

    Proactively react to customer opportunities with increased visibility

    and alignment of the marketing process, resources, and performance.

    Increase collaboration and

    transparency

    Optimize marketing strategies

    with real-time insights into

    marketing performances

  • Create personalized

    customer engagements

    across channel

    Remarket to

    targeted customers

    with timely offers

    and promotions

    DELIVER CONTEXTUAL EXPERIENCES ACROSS CHANNELS

    Convert ‘in-the-moment’ opportunities to dynamically deliver

    contextually relevant customer experiences across channels.

    Deliver individualized

    experiences with

    relevant offers and

    messages

    Convert customers into loyal

    advocates

  • SAP HYBRIS MARKETING: SOLUTION VIEW

    3rd Party Applications

    (for data & execution)

    SAP HYBRIS MARKETING

    1st Party Applications

    Acquisition Convert Loyalty

    Planning

    Segmentation Recommendation

    Insight

    Batch & Events

    Social providers

    Mobile providers

    Email Engines

    Ad Providers

    ERP, CRM, etc.

    CAR, Billing, etc.

    Commerce

    Sales, Service

    Marketing Data Management

    Batch & Events

    SAP HANA

  • OBJECTIVE SOLUTION

    BENEFITS

    • Move from retail- to consumer-centricity

    • Create central golden consumer profile

    across multiple channels, incl. Foot ID

    • Flexible and extensible omni-channel

    marketing platform

    • Personalize merchandising online stores

    • Engage directly with consumers

    • SAP Hybris Commerce

    • SAP Hybris Marketing

    • SAP CAR

    CUSTOMER CENTRIC ENGAGEMENT

    • Simplified architecture, maintenance and user adoption

    • Single platform to manage data and analytics capabilities

    • Guiding sales with what activities to perform at each store

  • OBJECTIVE SOLUTION

    BENEFITS

    • Create 360 golden customer profile

    • Provide high-speed segmentation

    • Real-time data feeds for highest level of

    accuracy

    • Establish end-to-end marketing process

    • SAP Hybris Marketing

    • SAP CRM powered by HANA

    PUTTING THE CUSTOMER AT THE CENTER

    • Engaging with consumers in a smart way

    • Better customer experience

    • Higher return on marketing investment (ROMI)

  • GET HANDS-ON EXPERIENCE

    SAP HYBRIS MARKETING

    FREE TRIAL

    COMPONENTS INCLUDED:

    • MARKETING DATA MANAGEMENT

    • SEGMENTATION

    • ACQUISITION (Campaign Management)

    • PLANNING

    • INSIGHT GO TO: bit.ly/trialsaphybrismarketing

  • THANK YOU

    [@thomas_ruhl]