SAP Hybris Marketing – INSIGHT – Data Management · SAP Hybris Marketing – INSIGHT – Data Management Scenario ID: 12574 Date of last update: January 20, 2016 Version: 1.0

SAP Hybris Marketing – INSIGHT – Data Management

Scenario ID: 12574

Date of last update: January 20, 2016

Version: 1.0

Author: I303820

Keywords: Hybris_Marketing, data_management

Document history: January 20, 2016 - Version 1.0, ready to be released

INSIGHT - Data ManagementDemo Script

INSIGHT - Data Management Demo Script Table of Contents

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Table of Contents

1 Demo Script Overview ............................................................................................................. 31.1 Objective ........................................................................................................................................................... 31.2 Business Pain Points ...................................................................................................................................... 31.3 Key Message and Value Proposition ........................................................................................................... 41.4 Story Flow Summary ...................................................................................................................................... 4

2 Technical Requirements.......................................................................................................... 52.1 Prerequisites .................................................................................................................................................... 52.2 Demo Users and Role Information ............................................................................................................... 5

3 Step-by-Step Guide .................................................................................................................. 63.1 Search Interests in All Interactions .............................................................................................................. 63.2 Build Target Group to Understand Their Interactions .............................................................................113.3 Review Sentiments of People in Campaign ..............................................................................................193.4 Contact Fact Sheet ........................................................................................................................................36

INSIGHT - Data Management Demo Script Demo Script Overview

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1 Demo Script OverviewThis demo gives an overview on Data Management as a component of SAP Hybris Marketing.

Data Management is the foundation of the SAP Hybris Marketing suite. It helps to create full360 view of customer’s interactions and enable scoring them according to their implicit andexplicit behavior across all channels. It is also capable to visually present insights into allrelevant customer journeys.

1.1 ObjectiveThanks to this demo script you will be able to understand and practice the basic functionalitydelivered by Data Management component of the SAP Hybris Marketing.

1.2 Business Pain PointsNowadays, all the marketing professionals are facing the same challenges:

§ Delivering a relevant and properly targeted marketing message to a customer

§ Marketers bombard customers with irrelevant messages. They don’t use contextin their marketing. They bombard their customers with thousands of messageshoping one of them would stick.

§ Customers are tired of inaccurate information.

§ Vast number of customer interactions from different channels.

§ Marketers need to deal with huge amount of interactions, coming from socialmedia, clickstream, surveys, emails, leads, opportunities, sales orders.

§ Marketers need to understand the contact base and their interests based on allthose interactions, to be able to use the insights later to trigger a relevant action.

INSIGHT - Data Management Demo Script Demo Script Overview

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1.3 Key Message and Value PropositionThis demo script addresses the above pain points by showing how the SAP Hybris MarketingData Management make it possible to:

§ Gain insight on contact base, their interactions, their interests and the used channels

§ Combine all interactions from all channels to build a true 360° view on all marketingsources

§ Continuously enrich existing profile information from internal and external datasources and score their interactions

§ Display of customer interactions as channel icons in a timeframe chart

1.4 Story Flow SummaryThis demo shows the capabilities of the SAP Hybris Marketing by showing the Interactionsacross the multiple channels and the sentiments of the target group.

You, as a marketing expert, want to analyze the known contact base and understand whatthey think about HANA and Marketing. You use past interactions coming from clickstreams,social media and also complaints to explore ideas.

You select interactions related to topics/ interests HANA and Marketing. Based on this topicsand interactions you build a target group to understand their statements in more detail.

You use the target group in the Sentiment Engagement to check the posts and complaints ofthe people.

Lastly, you look into one contact factsheet as a sample to see a specific contact.

INSIGHT - Data Management Demo Script Technical Requirements

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2 Technical RequirementsTechnical requirements include:

§ Prerequisite information

§ Demo users and role information

2.1 PrerequisitesYou have successfully requested your user for the free trial system fromhttp://www.sapappcenter.com/p/3525. It is the 30-day trial system, however the SAP internalusers have unlimited access.

2.2 Demo Users and Role InformationThe following demo user is available in this demo script:

User Password UI

Your I/D Number Your Password SAP Hybris Marketing Trial Version

http://www.sapappcenter.com/p/3525

INSIGHT - Data Management Demo Script Step-by-Step Guide

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3 Step-by-Step Guide

3.1 Search Interests in All InteractionsWhat to SaySAP Hybris Marketing –Data Management allows organizations to leverage real-time contactinsights and sentiments from social media and internal, company owned sources to identifyand target the right consumers, generate new business and improve overall service levels andcustomer loyalty.

It supports two major processes:

§ All contacts at a glance (Contact Engagement)

§ Sentiment of contacts (Sentiment Engagement)

Where to Click and What You Should See

Log in SAP Hybris Marketing Trial version using your own credentials.


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1. Fill out the User field.

2. Fill out the Password field.


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3. Click Log On.

You can see the SAP Hybris Marketing dashboard.


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4. Click DATA MANAGEMENT.

5. Click Years.


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DEMO TIP: In the tag cloud you can see what customers were interested in during the last 14days (in the time slider) by default. That data is coming from the interactions (from social,clickstreams, surveys, business documents etc.) that is being loaded into the system.


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3.2 Build Target Group to Understand Their InteractionsWhat to SayAs a marketing expert, you want to analyze the known contact base and understand whatthey think about HANA and Marketing.

To do that you want to find contacts that already gave their opinion in these two topics, usingemail and web. You want to focus on Germany and USA.


6. Click HANA.


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7. Click Marketing.

8. Click CHANNELS.


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9. Click Email.

10. Click Web.


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11. Click the arrow to open the Country drop-down list.

12. Click Germany.


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13. Click the arrow to open the Country drop-down list once again.

14. Click USA.


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15. Click the arrow to open the Department drop-down list.

16. Click Marketing.


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17. Click CONTACTS.

With the last steps you have filtered all customers that have shown interest in HANA and Marketing, andused the email and web channels. .

18. Click Create target group for selected contacts.


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19. Fill out the Name field.

DEMO TIP: The name of a target group must be unique. You can also use the default name offered bythe system.

20. Click Save.


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3.3 Review Sentiments of People in CampaignWhat to SayIn the Sentiment Engagement you can find all kinds of posts coming in from various channelslike social channels (Facebook or Twitter or Google+) as well as emails or complaints. Thesetexts are automatically analyzed by the Text Analysis Engine which runs inside SAP HANA.The text analysis finds topics mentioned in the posts and also can understand the sentimentin the post.


21. Click Sentiment Engagement.


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22. Click Quarters.


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23. Click the arrow to open a drop-down list.

24. Click Average Sentiment.


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You can see the graph showing the average sentiment in a selected timeline.



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26. Click Interests.

You can see the interests tag cloud for a selected timeline.


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28. Click Number of Posts.


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30. Click Sentiment.


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You can see the graph showing the number of posts, broken down according to a sentiment ofa post.



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32. Click Channel.

You can see the graph showing the number of posts, broken down according to a channelwhich was used to publish a post.


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34. Click Interest (Top 5).


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You can see the graph showing the number of posts, broken down according to top 5 interestswhich were identified in posts.

35. Click Target Group search.


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DEMO TIP: To understand what the people in the campaign were saying, you should check the posts inthe various channels. To do that, insert the target group in the respective selection field. Actually, that isa functionality that no other tool in the industry can provide.

36. Fill out the Search field with the name of the target group you have created earlier in step19.Confirm your entry by pressing the Enter key.


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37. Click your target group to select it.

38. Extend the timeline.

DEMO TIP: You can extend the time for the interactions by just moving the timescale to the left.Immediately the number of contacts in the target group proposal is updated and the respective valuesare recalculated


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DEMO TIP: Now you can see that there are many posts, with neutral to positive sentiments. Howeverwe also find negative sentiments. The sentiment shows the expressed feeling of the contact in the post.

39. Click the negative sentiments bar to select it.

You can see that the number of posts has diminished.


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40. Click Show Post Groups.

DEMO TIP: In the left column below "Interests" you can see that most of the negative sentiments arerelated to "Supply Chain Management" and "Sybase" and only few are related to "CRM". Hence it mightmake sense to focus on top interest with negative sentiment.

41. Click Create New.


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42. Fill out the Name field.

43. Click Create.


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44. Click Cristina Anderson.

You can see the 360-degree view of a customer.


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3.4 Contact Fact SheetWhat to SayThe contact fact sheet enables you to understand single contacts and see the interactionsfrom the various channels.

Here on the fact sheet you can see the channels that are connected to the system like leads,surveys, emails or social interactions.


In order to present how to filter customer's interactions we will use another customer withhigher number of different types of interactions.

45. Click the Sentiment Engagement tab to select it.


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46. Click HOME.

47. Fill out the Search field.Confirm your entry by pressing the Enter key.


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48. Click Felix Lorenzen.

You can see the 360-degree view of a customer.


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49. Click Interactions.

50. Click Social Media.

In case when the value for Social Media is zero, adjust the time slider so that you get a valuethat is bigger than zero.


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51. Click HANA.


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SAP Hybris Marketing – INSIGHT – Data Management · SAP Hybris Marketing – INSIGHT – Data Management Scenario ID: 12574 Date of last update: January 20, 2016 Version: 1.0