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 marketing@hostlogic.hu www.hostlogic.hu