delivering a bank of one experience
TRANSCRIPT
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SAP Hybris MarketingDelivering a Bank of One experienceJames Eardley
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COMMODITIZATION
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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%
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In the PastEverything was better
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Bankers knew their customers as people
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Life was simple, but it was good.
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There was balance
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Technology changedthe old model
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Much was gained, but much was lost
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Digitalization changed everything
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Lower profitability / Lower Wallet Share
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Where to from here
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Hybris Marketing
Building share of mind to build share of wallet
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Relevant Customer Engagements
MEET CUSTOMER EXPECTATIONS
Ultra Personal
Dynamically Adapt
Not Creepy
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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
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Capture and enrich dynamic marketing profiles
DATA IS THE FUEL
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Real-timeindividualizatio
n Presentation of relevant content across
all touchpoints
Customeror
Anonymous
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
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Real-timeindividualizatio
n Presentation of relevant content across
all touchpoints
Customeror
Anonymous
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
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Understand the real-time intent of each customer and dynamically deliver contextually relevant experiences across channels.
INSIGHT AGILITY EXPERIENCE
MARKET TO AN AUDIENCE / BANK OF ONE
DELIVER INDIVIDUALIZED CUSTOMER ENGAGEMENTS BASED ON REAL-TIME CONTEXT AND INTENT
CAPTURE, ENRICH, AND CONSOLIDATE CUSTOMER DATA AND GAIN DEEPER INSIGHTS
REACT QUICKLY TO OPPORTUNITIES. FAST AND INTEGRATED SOLUTION
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THROUGH OUT-OF-THE-BOX MARKETING SCENARIOS
Customer
Profiling
Segmentation
and Campaign Management
Comm
erce
Marketing
Marke
ting
Resou
rce
Manag
emen
t
Marketing Analytics
Marketing Lead
Management
Loya
lty
Man
agem
ent
HYBRISMARKETING
Customer Profiling• Capture and enrich customer information• Create real-time view of customer interactions
Segmentation and Campaign Management• Identify the target audience • Personalize your messages across channels
Commerce Marketing• Personalized customer engagement
Marketing Resource Management• Manage operational complexities • Orchestrate and optimize resources.
Marketing Analytics• Optimize marketing• Respond to opportunities with real-time insights
Marketing Lead Management• Qualify buyers and monitor success, • Drive collaboration between marketing and sales
Loyalty Management• Go beyond traditional card-based loyalty
programs to gain insights and drive behavior
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CONFIGURED FOR SUCCESS
GO TO MARKET QUICKLY
• Fast quarterly innovations• Leverage best practice
processes
FLEXIBLE DEPLOYMENT• Public Cloud• Private Cloud• On-Premise
OPEN PLATFORM• Open architecture• Prebuilt integrations with major
SAP products • Integrations with leading ISV
partners• Integrations to non-SAP
systems• Batch & real time• Inbound & outbound
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THANK YOU!Feel free to connect with me at :
Email: [email protected] Linkedin: https://www.linkedin.com/in/jameseardley